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Thumbing its nose once again at conventional footwear advertising, athletic-shoe marketer Pony International this month launches a print campaign from Goodby, Silverstein & Partners that features a tattooed baby, a toe wrapped in a condom and a foot giving the finger.
The copyless, four-ad effort, breaking in February issues of publications in 120 countries, is the first effort for Pony from the Omnicom Group shop since it won the account in November. It is also the first produced work done by Fred Raillard and Farid Mokart—the French copywriting team known as Fred and Farid—since they joined Goodby in October 2002 from Bartle Bogle Hegarty in London.
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