Everyone knows that sex sells. Pony is betting that explicit sex symbols in the form of the Vivid Girls will sell even better.
Vivid Girls Jenna Jameson, Sunrise Adams, and Mercedez, the current Miss Nude Universe are the center of a print and billboard ad campaign promoting Pony apparel.
The campaign is a marketing partnership between Vivid Entertainment and Pony, the sports apparel company intent on drawing relevant brand associations to pronounce its message. The billboard includes the Pony and Vivid logos, and photos of the Vivid Girls taken by famed French photographer Thierry Legoues.
"When I grew up in the 80's in Paris, supermodels were the ultimate feminine ideal," said Chantrel. "For today's 20-year-old kid, porn stars have kind of replaced what models used to represent. It's the rebelliousness factor, a nonconformist attitude
A billboard co-branded with the Pony and Vivid logos and a sexy photo of top adult star and Vivid Girl, Jenna Jameson, kicked off Pony's 2003 campaign earlier this year.
Jameson sports a very short, figure-hugging metallic dress and appears to be flirting with a bare-chested boxer and members of the Pony Crew. The caption reads simply, "Las Vegas, Spring 2003, Pony Crew & Vivid's ring girl, Jenna Jameson."
The billboard, on the side of the landmark Roxy Theater, is slowing traffic along Sunset Boulevard in West Hollywood.
The black-and-white billboard is the first in a series of outdoor displays.
The print media buy includes such magazines as The Source, XXL, King, Revolver, Blender, Mass Appeal, Flaunt, Details, Stance, Slam and Vibe in the U.S. as well as European magazines Wad and The Face.
Pony is owned by Hollywood powerhouse The Firm and it's clients.
