Move over assvertising, spankvertising, headvertising and pregverts and all those other body parts that we've used for advertising before - here comes backvertising, waxing in a message into a hairy back to demonstrate the effectiveness of those wax strips. I feel sorry for the poor dude. Rethink Vancouver tortured the fella and sent him out on the beaches to show the results. (and demonstrate the product on the brave)

Parissa Wax Strips Agency: Rethink, Vancouver Yusong Zhang : Photographer Chris Staples : Creative Director Ian Grais : Creative Director David de Haas : Art Director Katie Ainsworth : Copywriter Jim Leith, Ann Rubenstein, Chris Nielson : Producer Pearl Louie : Make-up artist