STOCKHOLM — Nordic pleasure product brand RFSU has capitalized on a current scandal in the chess world over alleged cheating using anal toys, by referencing the controversy in a billboard advertising campaign for its products.
The ad was highlighted last week as “Ad of the Day” by marketing publication The Drum.
As XBIZ reported, the pleasure product sector has been abuzz with rumors that pro chess player Magnus Carlsen accused 19-year-old chess prodigy Hans Niemann of working with an accomplice who allegedly activated vibrating anal beads to guide Niemann's play.
RFSU quickly “created a reactive campaign in a clever move to tout its products,” The Drum’s Amy Houston reported.
The campaign involves billboards and social media posts targeted to Sweden, Norway, Finland and Denmark.
According to The Drum, one of the billboards depicts a butt plug sitting on a chess board, with copy that reads, "This isn’t cheating. It’s a winning move."
Anette Otterström, communication and brand manager at RFSU AB, told The Drum that, “Finally, sex toys get their well-deserved time in the spotlight. However, we want to nuance the cheating accusations, since sex toys are incredible shortcuts to get people on top of their game in bed.”
The campaign was created by Valtech Radon with media support from Scream.
