It's kind of like strip poker, but on Facebook. And only the woman strips. And it's a cynical and sexploitative marketing campaign.
Stussy is a Dutch fashion retailer that has found a whole new way to exploit its female models. Instead of presenting them nearly nude, it lets its potential Facebook fans undress a model wearing pretty much every stich of clothing in the store. For every so many new "Likes", she takes something off.
The Daily What reports:
“As you can imagine, the model must be suffocating under that many layers of clothing,” said Colin Lamberton, creative director for Arnold Amsterdam, the agency behind the ad. “It is almost a public duty to free her out of this misery, so we are expecting Facebook fans to help out here. Like and undress.”Yes, Colin. You are such a fucking gentleman.
The trick is that you, oh horny Facebooker, do not get to see how much she has shed until you "like" it yourself. In the interest of science, I sacrificed by social media feminist dude cred. Here's what I got:
Thrilling. This is at 1,127 likes. I suppose she'll be defying Facebook's shockingly prudish anti-nudity rules at about three quarters of a million. (TDW also mentions a sticky little rule that states, "You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a promotion." Oops.)
Luckily, if you're curious you can "unlike" this lame stunt just as easily.
This post was mentioned on Adland.