phoenix ad blog

All it took was two shapely mannequin legs, a voice recorder, a strip of masking tape and a small placard. Santy’s at it again, catching people off guard with curiosity-driven campaigns — this time infiltrating the most private of quarters: the women’s room.

Working with a small budget but shooting for intense effect, Santy put together a clever stunt for its art director’s vogue undies venture, Cava Couture, leveraging the power of girl talk to spread awareness. It all went down like this:

Santy taped up a voice recorder on a 15-minute loop inside a bathroom stall at one of our Valley’s malls, the recorder broadcasting a faux phone conversation from the faux female occupant. To the random woman in the restroom, the voice in the stall seemed to be absolutely raving about her new underpants — the style, the comfort, the hip newness of it all, etc. When the unsuspecting eavesdropper goes to wash her hands, there’s a message waiting for her: “Find out what the gossip is all about. cavacouture.com“. At this point, she probably goes to take a peek under the stall door — where there’s a pair of Cava Coutures neatly stretched across the ankles of chic knee-high boots (mannequin legs, of course).

It’s been reported elsewhere this routine was designed as a pilot run to gauge audience reaction and only live for an hour. Did I mention that all the minds behind this campaign were men? Santy’s Pierno/Cavalieri/dos Santos, feel free to expound upon what we’ve reported here — and to all others, please comment to your heart’s desire. For you guys that just came here to see pictures of women’s underwear…well, you’re not out of luck, but you’re definitely in the wrong place.