The campaign by Shai clothing depicts French porn stars frolicking on a circular bed, clothed, at least initially, in the brand's latest styles. It's another sign where pornography is right on the front lines of a lot of new trends. Among the comments posted on an online forum, one visitor observed: People are looking at us, but it takes time for people to come in and buy some stuff. Rolling the mouse pointer over a piece of apparel in the Shai clip stops the video and pulls up a chart with price and size information. Often that's a little bit sexier.
Alexandra Spunt, who oversees advertising for Los Angeles-based American Apparel, said she's intrigued by Shai's campaign, but it goes further than her brand would probably be willing to go. Rolling the mouse pointer over a piece of apparel in the Shai clip stops the video and pulls up a chart with price and size information. Probably not," he said. Often that's a little bit sexier. And because the Internet can bypass traditional gatekeepers like publishers and TV networks, advertisers like Shai can create highly targeted niche campaigns that would be taboo in mainstream media. People are looking at us, but it takes time for people to come in and buy some stuff. August 13, Claire Hoffman and Chris Gaither Times Staff Writers The Internet is rapidly changing the rules of advertising -- but using naked people to sell clothes? The publicity may have helped Shai get noticed, he said, but he doubted that it could serve as a model for others. PointRoll, a unit of publisher Gannett Co. It's another sign where pornography is right on the front lines of a lot of new trends. More than 2 million visitors from countries have come to the site in the last four months. I just like keeping a little bit of mystery. Among the comments posted on an online forum, one visitor observed: It hasn't hit the Web in force, in part because such ads are expensive and time-consuming to create. It's distracting, and some would say reeks of desperation. Shai's effort also foreshadows a trend in interactive marketing: TV and print ads are harder to bypass. The campaign by Shai clothing depicts French porn stars frolicking on a circular bed, clothed, at least initially, in the brand's latest styles. The interactive stag film as fashion catalog is an extreme example of advertisers adapting their messages to the Internet, by making spots more compelling with storytelling or radical content and hoping people will forward the clips to friends. We would never have done this on TV, because on TV you push the message to people. You are getting rid of all your lines of censorship," said Tom Reichert, who teaches advertising at the University of Georgia at Athens and wrote "The Erotic History of Advertising. But when you start talking about nudity and sexual activity, that is way beyond what is acceptable in our popular culture.
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