As a part of its "Rabbit is back" campaign for Volkswagen, MDC Partners' Crispin Porter + Bogusky said it has arranged for the three Playboy bunnies on the magazine's September front cover to appear in a reverse angle shot on the back cover ad sporting the Rabbit icon. Polybagged versions of the magazine ship this week, the agency said.
Clad only in their panties, one of the models, Holly Madison, has the red VW Rabbit icon, which has been used in guerrilla outdoor postings in the campaign, as an apparent tattoo on her bare lower back. The copy, including the Playboy logo, is in reverse type, suggesting transparency to the front cover, and reads, "The Volkswagen Rabbit. It's Back."
"The original idea was to replace the actual the hidden Bunny icon on the cover," said Rob Strasberg, vice president and creative director at the Miami agency. "But Playboy said no one messes with that rabbit. So we went back and threw this other option at them."
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