Seeing double at the mall

Strategically placed, the provocative image capitalises on the movement of lift doors opening and closing, depicting the woman kissing the mirror image of herself with the closing of the doors. The campaign was conceptualised by Ogilvy Cape Town and executed by Boo Media under the management of Primall Media, a Primedia Unlimited subsidiary.

"We're thrilled at the impact and awareness the elevator campaign has delivered to Sissy Boy," says Primall Media Director, Darren Katz. "Shopping centres offer a wealth of break-through advertising opportunities. If applied effectively, it can break through the clutter and reach the target market. This one is certainly turning heads!"

Initially the campaign was launched with a 30" TV commercial, playing on the idea of a woman 'flirting' with herself, admiring herself in a mirror and eventually kissing her own reflection.

"The Sissy Boy brand is the embodiment of a sensuous, glamorous woman with provocative confidence," says Robert Grace, Ogilvy Cape Town Account Director. "The 'Love Yourself' campaign sees the brand progress from an outward expression of this confidence to a more internalised, emotional self-reflection. It is driven by the idea that you don't need another person to feel desirable and that, in itself, is very empowering. The statement's power lies in its immediate provocation of the senses. It's intense and slightly risqué and, above all else, sexy!"