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What's missing is inspiration. MMmkay?

Resume has a picture of a long billboard in Stockholm today that spells out the line: What's _issing _n St_ckholm? Resumé reckons that they nicked the clever missing letters idea from the campaign for H&M that read: _HATS _ISSING in SOHO?. I saw those when I lived in New York in 2001, but didn't have my camera handy. We'd just like to point to earlier ads in Badland ingle Ells for J&B and illeniu for M&M's, the M&M's did this eight years ago and the J&B ad is more than thirty years old.

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Anonymous Adgrunt's picture
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Goodbye's picture

I once saw an ad in Britain;  CH RCH What is Missing? U are   

Dabitch's picture

Pun pun punfun.

Wendall's picture

I doubt there's any actual nicking going on. The idea's simple enough for multiple groups to come up with on their own.

Dabitch's picture

That is true for most Badlanders, in the H&M vs MIO case it's just extra funny that the line (and font & colors!) are so similar.

tod.brody's picture

Kind of how American Apparel's typeface looks so much like American Airlines.

caffeinegoddess's picture

Yeah, although I do think that J&B ad had ended up in quite a few ad books. Could also be unintentional copying as well.

aby90's picture