64 responded to this post
How exactly does that work?
Matthew, just pray for rain 
When the ad is wet, something appears 
now that’s a bad thing. this poster has been done in germany back in 2000. agency: rempen&partner, düsseldorf. i know it, because i was the creative director. my art director thomas schwarz and his copywriter marco leone had this idea. we won several awards with this poster.
Sorry to hear that. Do you by any chance have a link to your version? Could you email it to me and i would be happy to post it.
http://www.cresta-awards.com/limg.asp?id=4123
the agency rempen&partner doesn’t exist any more, but i think, winning a cresta award in 2002 proofs that i’m right.
Thanks for letting me know. I couldn’t really understand anything that was said on the russian site. I have updated the agency for you. Sorry for the mistake.
no problem – this isn’t your fault. i tried to look at the portfolio of bbdo moscow but this site didn’t work.
strange enough that this work finally appears on a russian website…
One question… How did you get the shirt to be see-through? Is there a 2nd layer on the billboard?
oh yes – the art director had the idea on a rainy day when he saw a malboro poster on his way to the agency. this poster was totally wet and he saw the previous poster under the malboro ad. so that was the idea – we had two pictures of a model, one naked, one with a t-shirt. first we clued the naked poster second we clued the t-shirt poster on the wall. well, and then men should pray for rain…
i think they are able to get it transparent this way:
they print out the billboard with the nipples showing. they then print another layer of the ad with the nippes not showing but on thinner less water resistant paper. so when it rains the top layer of the paper becomes seethrough showing the ad underneath.
Arrgh, i wish they have one of these hear. it’s been raining for the past few days
nice billboard, i wish they could have something like this in the states.
Let it pour not drizzle!
Anonymous said:
YOuGotta LOVETHOS TITS!!
Cool add, I wonder when this add can be placed here 
kikou sa va
hi ya like ya smiles
Sweeeet..!! (H)
OOOOOOOOOOOOOOOOO LAAAAAAAAAAAAAAAAAAA
!!!!!!!!!!!!!!!!!!!!!!!!!!!!11
Dear Anonymous Creative Director commenting above, I remember when it won the Cresta and I even mentioned this outrageous execution (kudos to the AD) on The Advertising Show when I was on it, as an example of how daring European ads cane be (so, this extremly visual ad was famous in a non-visual medium for a moment.)
So don’t feel bad, I guess only the Russians figured it could be theirs (I’m understanding the comments correctly, right? A Russian agency claims this work as their own?). And from what I hear, there is no law about copyright or IP property there… (this doesnt have to be a bad thing. I’m just sayin’).
itS Very big, gede banget payudaranya
itS VerY Big
CRAZY MAN
Hello from germany
This poster is…crazy ^^
sa va bag pula in fotomodele
This was the most amazing thing I saw in ages…
lol cool
Good work. The concept is so simple, it’s creativity.
The concept is so simple as creativity has to be. I don’t know how it really works but we better learn fast. Good work.
nice marketing applyied there
ela e toda boa eu sou melhor
para km nao sabe eu sou a melhor puta do mundo
kerem foder comigo?
this is totally inappropriate. i mean it is a funny poster but only perverts would look at it. So pervs, F*** you
haha funny
haha ) thats really cool!! so creative as well
nice joke bit funny
Well..i saw this post long time ago, and i loved it…I don´t really know why didn´t i post a message when i saw it…but…i´m doing it now!
i think its really INCREDIBLE…i loved it!!!!!!!
wow, i just dont see it functioning on a main road with trafic n all, didnt it cuz chaos on the streets!?
Hi! I work for a magazine in Argentina and we are very interested in the story of this ad. I would like to ask the Anonymous person that had a contact with Rempen if he could put himself in contact with me. thank you very much!
Haha….
Ok, so when do we get the female version? A guy with six pack abs, great legs and a nice tan in white boxer shorts with the line “Ladies, pray for rain.”
haha ) thats really cool!! so creative as well
i would like to modle for playboy i took some pics to send you
Absolutely fabulous idea, no not the sending playboy images
to the G3 Creative studio as our partners would take a hairy fit. The billboard is what we mean.
Craig
G3 Creative Scotland
That ads is not recommended to be seen by kids.
A Good Attrction Strategy, but not out of BOX
It realy captures the emotional appeal of most men its definately a must see kind of an ad.
after a rain, it become very shine. very nice play.
Thats really good
How they make such effect?
brilliant.
Its as refreshing as in 2005…….
in Indonesia, it is impossible to see ads like that…
WOW KEREEENNN
Is the top layer done on paper or out of actual T-shirt material?
The “.de” says it all.
nice
Its and age old ad but brilliant I had seen it a few years ago with some ad guy who was showing me brilliant ads. This time around I got to know the origins of the ad.
So simple, but sex sells!
Excellent
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That’s quite brilliant.