Stonemen video features woman pleasuring herself over image of viewer
Men’s underwear brand Stoneman is courting controversy with an interactive video in which a woman masturbates next to an image of the viewer’s face.
The raunchy interactive video (possibly NSFW) allows the user to upload of a photo of themselves, which is then used in the video.
The video leads the user to Stonemen’s website and gives them the option to buy some Stonemen underwear.
The campaign was developed by Arnold Furnace.
A censored version is running as a teaser campaign.
Paul Fenton, joint national creative director of Arnold Furnace told Mumbrella: 
“We pushed it as hard as we could. The client was up for taking as many risks as possible. It was one of those things where we wanted to make an impact and not die wondering what could have been.”
The clip on YouTube aims to tease and push users to create the interactive ad campaign themselves. “Like a good stripper, it leaves you wanting more,” Fenton said.
However, a full version does not exist on YouTube. Nor can the interactive video be embedded into Facebook or Twitter. Fenton said: “We wanted to make sure we were doing the right thing by Facebook and social media. It’s a fine line that you walk with social media.”
The user instead is provided with a link for their video to forward or post to social media. Fenton also said that there will be no TV version.
Marc Debnam, director of Stonemen, said in a press release: “The high production values of the film reflect Stonemen’s own obsession with quality. To print a seamless 360 degrees image on a pair of undies has been a labour of love for us and we wanted to bring the same level of craft to the film. It’s rare that virals have this aesthetic and adding an interactive element is a genuine marriage between beauty and the kind of fun you like to have with your mates.”
Credits
Joint National Creative Directors – Paul Fenton and Tom Spicer
Art Director – Paul Fenton and Tom Spicer
Copywriter – Paul Fenton and Tom Spicer
Agency Producer – Melissa Petryszyn
Director – Stephen Carroll
Editor – Dan Lee (The Editors)
DOP – Jeremy Rouse
Post Production Producer – Nicoletta Rousianos (The Editors)
Flame – Adam Archer (The Editors)
Titles – Beau Simmons (Foxtrot Echo)
Flash Developer – Rob Muller
Digital Strategist – Cairo Walker
Agency Digital Producers – Luke O’Doherty and Kate Egan and Melissa
Petryszyn
Sound Design – Song Zu
Sound Design Producers – Larissa Coupe and Morgan Cabot (Song Zu)
Sound Engineer – Abby Sie (Song Zu)
Music – The Lovers
Music Licence – Gaga Music
They referre to a webaddress.. but there is no site there.. the domain is registered by Godaddy.com
stoneman.com/afternoondelight/
does not exist.
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ummmm.
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> It was one of those things where we wanted to make an impact and not die wondering what could have been.
> not die wondering what could have been.
Oh, come on. You’re ADVERTISING UNDERPANTS.
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http://afternoondelight.stonemen.com/
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@ Jeroen – It is stonemEn
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It does exist – http://afternoondelight.stonemen.com/
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Agent Provocateur.. http://youtu.be/dpRZAKC2KkA
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It was a lot of fun putting Kermit the frog’s picture in and seeing his face at the end on a very fit looking man. I have no idea what their underwear looks like or why i should buy it though.
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The vimeo version looks MUCH better:
http://www.campaignbrief.com/2.....ip-in.html
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I love the typo on the landing page: “Varify your age”
[I just might if I was Under 18…]
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I realise it is not necessary to be authentic for a puff piece . . . but I must ask?
Do women EVER masturbate to photos?
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Oh well I guess when all else fails..create something that will create a storm..and let the pr do the rest..at least the brand had the balls to do something different…U want creative…well be creative..love it or hate it.. it’s different.
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Funny how they ask you to ‘varify’ your age as over 18 when you go to the site. With production values that high, you would think they could afford someone who could spell…
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Real creativity has value. This doesn’t.
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I think the quality, suggestiveness and interactivity are BRILLIANT!!
It sure beats looking at some fake celebrity endorsement ……
The Stonemen undies are unique and so is the ad…… Congrats!
🙂
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“A censured version is running as a teaser campaign.”
No. That makes no sense.
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Can’t help thinking it should also have come with a “hetero-only” warning, because uploading a pic of my face resulted in a rather upsetting experience.
My guns are way better, actually…
http://skitch.com/acatinatree/85quw/pants
I’m also a little troubled by framing female masturbation as “very naughty”, but what the hey..pants with horses on them!
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