It's OK to Look

Undoubtedly, you have seen the ad. You know which one. You clicked on it at 50 times a second hoping to see more, but there was nothing. The "It's O.K to look ad" is the hot topic on DPM. In three days it became the most heavily trafficked ad to ever run on DPM. Why is it there? In December of 2008, Pete Ward was commissioned by DPM to write an article about the effectiveness of sex in marketing within our sport and question the industry on why we don't see its use more often within our industry (see article on page 20 HERE). Ultimately, he decided that our subculture would not respond well to sexual imagery because we have, as he puts it, "chosen different values for our community". Well, nine months later we decided to test his theory to see if climbers were any different than snowboarders, mtn. bikers, surfers, skateboarders or any other image based lifestyle sports enthusiast. It is safe to say, we are the same. We respond well to stimuli.

We have received complaints too....two to be exact.

There it is in a nut shell: DPM's sexual social experiment. We would like to continue the discussion further and invite everyone to express their views on this ad, and the most recent featuring Herman the Tortoise. A forum post was created three days after the ad went live. Join in and let us know your thoughts. Make a comment