Last but not least: Seat for Füdlibürger

You don't want to see it, but you have to: The butt phenomenon popularly known as "mason's cleavage" occurs frequently in everyday life. And this despite the fact that the problem could easily be fixed with a belt. And it's by no means just plumbers, construction workers and other tradesmen who reveal more than the viewer wants to see at the back: wherever people sit or bend over, there's a risk of butt ligature. 

Two current campaigns address the issue in a very similar way. Yet the messages couldn't be more different. Canadian plumbing store Hoyle's and agency Sid Lee are self-deprecatingly cementing the bricklayers' décolletage stereotype - "plumber's crack" in English - and turning unsuspecting citizens on the park bench into eye-catching advertisers for the company's plumbers:

FCB Chicago offers a somewhat less funny message, but an equally amusing and well-crafted implementation for the Meredith's Miracles Colon Cancer Foundation. On the bus, the guests' pants slip down threateningly. The clue: No one wants to see this except the doctor who is examining the patient for colon cancer. The statement may seem a bit sought-after, after all, even the doctor doesn't care about this sight. And if he does, then a completely different one is needed. Nevertheless, the campaign is likely to attract a lot of attention, because the result looks deceptively real. (hae)