The thing about Japanese is that they are too darn good at everything they do. They don’t do anything half-heartedly. When they decide to do something, they go all out. So, you can fault them for a lot of things but not for the lack of guts.
That’s why some of the downright crazy brilliant marketing materials originated in Japan. Who would forget that giant Sailor Moon sitting on the train tracks of Japan?
When I heard about the new advertising space in Japan, I was not at all surprised but nonetheless impressed.
Japanese believes that advertising should be placed on spaces that are visible and would naturally attract attention. As much as the sunset and clear blue sky are beautiful and undeniably irresistible, they stand no chance to the natural beauty of women’s legs.
That’s why Japanese are starting to buy legs. Well, sort of.
They are using women’s legs that are usually exposed because, you know, Japan loves mini skirts, as an advertising space. Yes, you read that right. Women in Japan can now “rent out their legs”.
How It Works
Women must wear mini skirts to expose their thighs. They are encouraged to wear knee high boots just because it looks sexy and it will make more people look at their thighs. Their legs will get stamped with the photo or logo of the product that wants to advertise.
They are required to do two things:
Keep the ad on their thighs for 8 hours or more
Take a photo of their legs with the ad and post them on their social networking sites
After the 8th hour, they get paid.
This whole scheme is spearheaded by Absolute Territory PR. Japan actually has a name for this premium space— zettai ryouiki, or “absolute territory”.
Currently 1,300 women have registered their thighs as billboard space. Initially in the first days of business, there were 100 members. The registered numbers of women grew, and continue to grow at a rate of about 10 new registrations per day.
Eichi Atsumi, a spokesperson at the company running the service, says, “We hope registered members will have fun taking part in this.” The only guidelines that have to be met to get the job are that the registered person be connected to at least more than 20 people on some SNS and that they be over 18 years old.
Do you think this trend will work its way up? No pun intended… okay, pun intended.