Nair to Unleash America's Ass Cheeks With Return of Short Shorts


When a press release finds its way into our inbox which proclaims short shorts, the rage in the late 70's and co-opted by Nair in their famed Who Wears Short Shorts campaign, are back in fashion, we have mixed feelings. See. There's this little problem America has - the expanding waist and butt line - that wasn't such a big issue back in the day. When you couple that little problem with the apparent obliviousness of some as to amount of bulging flesh that billows outward between their low rise jeans and short belly shirt, the return of short shorts sounds like nothing short of the worst fashion disaster since the leisure suit.

Oh sure, the models in Nair's new, updated version of its Who Wears Short Shorts campaign are bootyliciousness perfected but we're not looking forward to watching the explosively bulging ass cheeks of those not in the bootyliciousness perfected category but think they are.

Written by Steve Hall    Comments (7)     File: Brands, Campaigns     Apr-23-07  
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I just recently used the "You'll love our short SHORTS" campaign for promoting independent films available to view online.

The trouble with the slogan that injects itself into mainstream culture is that we often forget the original product it was used to promote. For some reason I thought the commercial was for Hanes shorts or something before reading this post.

And now the slogan will continue to seep into different elements.

As for the expanding waist line, pff.

Posted by: Dhaval M. on April 24, 2007 09:22 AM

I remember the old ads and I look forward to the return of short shorts. I think sexy covers a wide range of sizes, shapes and colors and the more I see, the more I like. Pun somewhat intended.

Posted by: Just a guy on April 24, 2007 11:48 AM

These shorts don't look as short as they did back in the day. Who cares about expanding butts - short means SHORT!

Posted by: greg gillispie on April 24, 2007 02:42 PM

That fashion hit South Africa here last year and New Zealand before that, I personally don't find it sexy and neither do a large number of mates. I know being short is sexy but not short shorts, please gawd no! Nooooo

Posted by: Brad on April 25, 2007 06:32 AM

Thanks for putting that song in my head...

I actually think it's ripe for a comeback. And there are some cool possibilities. What about putting the vocal track out there, on a promotional site, and allow fans to create their own versions of the song?

Or remix videos of short shorts clips?

This could be fun.

Posted by: darryl ohrt on April 25, 2007 09:06 AM

I don't know a single woman who uses Nair on her legs. To me Nair has been coopted by sleepaway camp pranksters who use it to refill some hapless bunkmate's shampoo bottle. And even that may be just the stuff of legend or summercamp movies. It would also probably not work, as I don't even think Nair works on leg hair, let alone the stuff on one's head.

Posted by: Nomi on April 25, 2007 12:02 PM

Maybe I'm getting old, but the "new girlz" in updated commercial seem to be a lot sluttier -!shake them milkshakes baby!- than the "classic" version. This is female empowerment? Not sure this is progress.

Posted by: Matt on April 27, 2007 11:43 AM

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