Over all the hills

Below-the-line What does freeriding have to do with a bare backside? "A lot," say the creatives at Fruitcake's Lucerne agency branch, who are convinced that sprinkling a little powder on the pink cheeks will make the viewer long for snow-covered hills. With the cards-for-free motif for winter sports equipment supplier Rossignol, Fruitcake joins Advico Young & Rubicam for Hakle and Blue Spirit for Sloggi in the guild of butt advertisers. In Lucerne, however, there was no subsequent work on unsightly fat pads or cellulite marks. After all, the bottom photographed by Thomas Zimmermann - in keeping with the slogan "Born to be a Freerider" - had only spent a few months in diapers. Whether the baby's bottom will really be recognized as such and thus build a bridge to the headline is doubtful. Who still believes in so much authenticity in advertising today?