Last but not least: Hostel or brothel?
What’s the first thing that comes to mind when you see a poster featuring a woman’s lower abdomen in a thong? At the level of her pubic area, the slogan «24 h open» is visible, and at the edge of the image, the poster also promises «sexy prices»… Of course—a brothel. Presumably, that’s what the agency that designed the poster had in mind, too.
It's conceivable that something went wrong during the briefing. How else could you explain such a subject? The A&O hostel chain placed the order for an advertisement. In any case, it must have been discussed that the subject should be sexy. But what else does the company do? Hostel, brothel, it all sounds about the same. So the agency concentrates on the "sexy" aspect. The motif is quickly found, then a cheap slogan on top, et voilà, minimum effort with maximum attention. Exactly, sex sells. Mission accomplished, the hostel chain is sure to attract attention. The only question is what effect the poster will have on their image. Not only are there a huge number of complaints about the motif in Germany, but hotel staff are probably also wondering where exactly they work when they have to explain to guests that they can't expect to see a half-naked girl in their room...
