Baywatch In The Buff | Adweek Baywatch In The Buff | Adweek
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Baywatch In The Buff

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If - like comedian Dennis Miller - you're tired of watching Mitch suck in his gut on Baywatch, then a new commercial from Playboy Enterprises may be for you.
The steamy new spot (shown here) from Kovel Kresser & Partners in Venice, Calif., touts the pictorial home video for Playboy's "Babes of Baywatch" issue, which depicts the lifeguards, er, out of uniform.
In this alternate universe, "Playboy's idea" of the perfect Baywatch episode features lots and lots of nude lifeguards.
"No commercials. No witty dialogue," promises the TV spot. More importantly for male viewers who regard the series as a guilty pleasure: "No Mitch, no Hobie [and] of course, no clothes."
One TV network has declined to run the spot before 11 p.m., according to Donita Nelson, the agency's management supervisor on the $10 million account.
Chief creative officer Lee Kovel said his agency's first TV work for the Chicago client reflects Playboy's position as "a cutting-edge company that wants to do edgy work."
- Michael McCarthy