Just think Teletubbies – with a hint of Hooters. Eleven-inch, flat television screens adorn the fronts of T-shirts worn by winsome women deployed to be, in the words of the product’s developer, “aggressively friendly.”
The programming? Why, a marketing message, of course.
Last Friday night in Boston, a model worked the lobby at a Loews theater, chatting up moviegoers while displaying trailers for “I, Robot,” the Will Smith movie that opens July 16.
If Adam Hollander has his way, you’ll soon see TV-wearers (including some men) at the grand opening of a store, or outside a concert, or airing an antismoking public-service announcement.
T-Shirt TV, launched in Los Angeles in May and hitting 10 major US markets with its movie promotion this month, is the brainchild of Mr. Hollander, who runs The Brand Marketers in San Francisco.
The 30-year-old lifelong techno-tinkerer – he sounds a little like the former Dell dude – puts video ads on T-shirts equipped with speakers and the TV screens, which can also handle Flash animation or slides. It’s the latest blast of what ad-watchers call ambient (all around you) or guerrilla (in your face) advertising. And it’s meeting with mixed reviews.