Pussycat Dolls member Ashley Roberts is turning up the heat with PepsiCo brand Extra Flamin' Hot for a very sweaty spot.
Shortly after the singer made headlines for a sweat-related wardrobe mishap on the red carpet premiere of "Alien: Romulus," the cheeky and confident Doritos campaign injects a bit of humor into an embarrassing situation.
The new Extra Flamin' Hot billboard in London features the star holding a bag of spicy Doritos in a sweat-stained dress, with the tagline "Eat the heat. Own the sweat."
Shot by renowned photographer RANKIN, the massive ad's highlight is a water feature that pumps 1,000 liters of water over Roberts's face every few seconds, creating a moistening effect.
Roberts proudly posed in front of the ad in a humorous tee that read "Trend Sweater."
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Highlighting a natural human reaction to spicy food, the ad is a bold reminder that sweat is nothing to be ashamed of.
"What can I say? Over a quarter of people say they sweat after eating spicy foods and I’m one of them," Roberts said in a statement.
She went on to express her love for Extra Flamin' Hot snacks, disregarding the sweat that may come from it.
Extra Flamin' Hot Senior Marketing Manager Rob Pothier chimed in, highlighting how the campaign turned the star's sweat shame into something to be proud of.
The 10m x 7m billboard, which is the first of its kind, can be found at Truman Brewery in East London.
Capitalizing on recent headlines, the campaign was able to transform a wardrobe mishap by creating a relevant campaign about the situation, turning something negative into something positive.
With a creative concept that's both unexpected and emotionally resonant, the billboard has all the ingredients of a viral campaign.
Don't Sweat It
According to research conducted by Extra Flamin' Hot, one in four Brits have previously been "sweat-shamed," or had someone point out their sweat patches.
Meanwhile, 72% said they feel uncomfortable when their sweat is visible and 45% said they felt ashamed. 52% of U.K. citizens also said that the worst time to be sweating is on a first date, while 24% think that excessive sweating is a turn-off. Only 30% believe that it's alright to be visibly sweaty after eating spicy food.
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The billboard’s humorous execution demonstrates how brands can capture attention in a playful way. Campaigns like this are brought to life by top ad agencies that specialize in crafting attention-grabbing creative concepts.
PepsiCo loves to pair unique situations and humor with its brands.
Earlier this year, Cheetos launched a funny ad highlighting peoples' non-dominant and non-chip-eating hands with Denver Nuggets player Jamal Murray.
