The double page spread phenomenon.


Remember that Wonderbra and Bendan ad pairing, which even ended up in Resumé (sadly without a link back)? Researcher set out to prove that this idea of using the double-page spread as a vital part of the ad idea isn't that unusual, he took a dip in his ad collection and came back with all of these....

More inside! This is fun - and just for fun. I don't think any of the pairings were aware of the other.

Bendans thong is better than Triumph's thong in my humble opinion - here we have two thongs in the spread.


But this clever use of the spread isn't reserved for underwear, here's a pair of televisions.


OK, we get it, that flat screen is really flat. Smart.

For wonderbra we have these two - one is interactive like the Brendan thong, the other just uses a strategically placed pen.


And here's two that I don't quite get - I can't read the brand name but it's probably a Prepration-X type deal.

This proves nothing except that all creatives minds are in the gutter. ;)

edit: oops, first comment reminded me that I forgot to add this always ad. Yeah, they're thin. Got it.

extra credit - see the piercing idea where the staples in the gutter 'pierce' a woman's nipples

Comments (3)

  • penpusher's picture

    The challenge always is, when dealing with a format... "what is it?" and "what can it be?"

    Clearly, the fold of a magazine is a crack, so that's too easy. The wonderbra one is as brilliant as it gets, because it actually "demonstrates" the product.

    It's a good idea to try to make use of the fold, but these creatives aren't thinking deeply enough. I guess if the people behind the next Tampax campaign place a little white string in there, we'll know they've gone too far.

    Feb 27, 2007
  • alex's picture

    The stone and the cactus - I read the brand name as Bisolax which, without any great experience of the subject, I'm guessing is a laxative. For bison.

    Feb 27, 2007
  • areia's picture

    I thought it read earwax. Your idea is more appealing, and I'm sure has a bigger market.

    Mar 01, 2007

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.