#1115 Ever wanted to beat up a male model?

Screengrab: Wrangler

Well now you can. Wrangler’s new Blue Bell ad campaign is both multimedia and interactive – and about to go seriously viral. Basically it’s a video of a male model dressed in Wrangler clothes, and you can click on different parts of him and do different things to him, like… rip his shirt off, throw him around a room or haul his ass off a chair. And make sure you turn your speakers right up – it comes equipped with a vaguely porno sounding backing track. Sound like fun? In a word, yes. It lagged on me a little bit, but I spent a happy 45 seconds or so throwing him one way, then another, then back, then forwards, trying to get the most dramatic looking screengrab. Though to be perfectly honest, I wasn’t really loooking at the clothes.

This is exactly the sort of ad campaign fashion companies should be doing right now. Online, interactive, fun, controversial and a great talking point. I’ll be amazed if this Wrangler ad doesn’t go absolutely everywhere. Nice to see a company getting it – and tapping into the power of social media.

Now we just have to wait and see what they do with the girls’ campaign – because no doubt there’ll be some serious and loud protests of violence-towards-women if viewers are able to throw the model around or rip her clothes off. And despite my affection for Oscar Wilde’s words (“There’s only one thing worse than being talked about and that’s not being talked about”), there is such a thing as the wrong kind of publicity.

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