The Martin Agency has created a series of tactical ads for the March 2016 issue, each referencing Playboy’s new no-nudity policy with classic ad wit and charm. The gatefold ad lines were “Here’s to leaving just a little to the imagination,” and “The only topless photo in this issue.”
In October 2015, Playboy announced that nudity would no longer be a feature of the magazine that began in 1953 with sex-bomb, Marilyn Monroe, on its cover.
“Playboy has been a friend to nudity, and nudity has been a friend to Playboy, for decades. The short answer is: times change,” the magazine said in its statement.
The longer answer is that nudity is everywhere and no longer a thrill worth buying, Playboy’s readership is declining – its circulation was 5.6 million in 1975 and 800,000 at the end of last year, its newsstand presence is dwindling and online publishing is winning the war for attention.
The final nude Playboy, its January/February 2016 issue, featured Pamela Anderson. A fitting farewell to the blonde bombshell drawcard.
The first non-nude Playboy features Stoli. Topless. The Martin Agency seized the opportunity for stalwart Playboy advertiser, Stoli, to make its mark in a landmark issue. Its ad buy includes a premium gatefold (main image above) at the back of the issue.
“We believed it was really, really important for us to have a significant presence,” stated Stoli brand director, Russell Pareti.
Stoli, like Playboy, is hoping to expand its audience and both have Millennials in their sights.
Neel Williams, vice president-creative director at The Martin Agency, said of Playboy’s new intention, “Creatively, from a messaging standpoint, we certainly wanted to applaud that decision and be supportive of it, as a like-minded brand.
Apparently, The Martin Agency and Stoli are not the only businesses who saw potential in Playboy’s change. According to numbers submitted to MPA-The Association of Magazine Media, ad pages in the March issue increased 55.5% year-over-year, to just under 42.
Now Playboy just has to live up to its new purpose of providing quality content. In its heyday, Playboy was known for its interviews – standouts included Miles Davis in 1962, Stanley Kubrick in 1968, Martin Luther King, Jr. in 1965, Steve Jobs in 1985, and John Lennon and Yoko Ono in 1981.
