In order to promote the oldest S&M magazine in the Netherlands, MASSAD, during S & M fetish parties, Sofia Valentine—a well known Dutch porn actress—walks around and uses a very special S & M advertising weapon on the crowd. Whenever Sofia decides to use the so-called Spankvertising Whip, the message ‘Massad, the SM magazine’ appears on the red glowing buttocks of her subject for all other visitors to see.

Advertising Agency: New Message, Amsterdam, The Netherlands
Art Director: Joppe Andriessen
Copywriter: Joppe Andriessen