HOT COMMODITIES: Hot Sox’s outdoor advertising campaign has received so much attention that the company has extended it in New York for another month.
Launched in five cities for the month of October, the campaign features model Jane Powers wearing Hot Sox thigh-highs. Vandals have removed posters from 18 bus stop shelters in New York and Los Angeles and Hot Sox is “delighted,” said Gary Wolkowitz, president. Some of the 9,000 posters plastered near New York construction sites have also been stolen, according to Madonna Johnson-Badger, a partner in BadgerWay, who helped design the campaign. Photographer Marc Hom shot the campaign. Citizens in Chicago, Minneapolis and San Francisco were content to view the posters and not own them.
Due to the “phenomenal response” to the campaign, Wolkowitz said, posters are again on display in 18 bus stop shelters in New York. Next fall’s outdoor campaign will be expanded to include at least three additional cities, he added.
In the past three weeks, the case of Hot Sox’s missing posters has been getting coverage on TV and newspapers.
“Let’s face it thigh-highs are a very sexy look. The photograph is sensual, but it’s not meant to be patronizing to women,” he said. “Our intention was to create a woman who embodies the Nineties woman, who is strong and confident. Our intention was not to be trashy or vulgar.”
Several other sock and hosiery manufacturers have inquired about Powers, according to a spokeswoman at IMG, the modeling agency that represents her. Powers was also one of the models featured in Hanes “Liposuction Without Surgery” campaign for its Smooth Illusions pantyhose.