Have you got the guts for Bellyvision?

Published: 11 May, 2006

The Plaza shopping centre on London's Oxford Street launched a truly gutsy advertising campaign last month. The centre pioneered what it calls Bellyvision with three models parading round the West End with shopping centre logos emblazoned on their stomachs.

The stunt was the brainchild of Steve Wilcock of marketing agency PMW. "Its all about grabbing attention" he says. "And that's always easier when you're placing an ad on something that your customers are already looking at."

Clients in central London, Birmingham, Milton Keynes, Leeds and Wolverhampton have already signed up for Bellyvision; now all the agency needs is a suitable number of bellies in each area.

Our editor could have a new career if they ever launch a wide-screen format.