From the Christian Science Monitor:
Just think Teletubbies – with a hint of Hooters. Eleven-inch, flat television screens adorn the fronts of T-shirts worn by winsome women deployed to be, in the words of the product’s developer, “aggressively friendly.”
The programming? Why, a marketing message, of course….
T-Shirt TV, launched in Los Angeles in May and hitting 10 major US markets with its movie promotion this month… puts video ads on T-shirts equipped with speakers and the TV screens, which can also handle Flash animation or slides. It’s the latest blast of what ad-watchers call ambient (all around you) or guerrilla (in your face) advertising. And it’s meeting with mixed reviews….
“I thought she was a cardboard cutout,” says William Vandertouw, a Harvard University senior from California who remarked, after closer examination, that the screen’s placement was “a real good move” from a marketing perspective. That, of course, is the whole idea.
“When a beautiful girl walks up to you, and she’s wearing the TV commercial on her chest,” says Hollander, “you just can’t get away from it.”
But that sort of statement makes some experts groan. “There are so few people in the world saying, ‘I wish advertising were a little more intrusive,’ ” says David “Jelly” Helm, a longtime adman now at Wieden & Kennedy in Portland, Ore.
Now, there are people who are working on luminescent fabrics and other technologies that will let us put displays and moving images on clothing, but this is jumping the gun!
[To the tune of Linkin Park, “One Step Closer,” from the album Live in Texas.]