Dr Mumbo

Where did you hear about us? Print, TV, website, word of mouth or armpit?

Dr Mumbo, you might recall, has been waging a crusade to reinstate the armpit.

It is part of the body to which some clearly have an aversion. At times, it has been photoshopped so aggressively as to render it almost unrecognisible as an armpit. At others – quite scandalously – it simply does not feature at all, giving models a somewhat sleek other-worldly appearance.

Witness this image from slimming company Marie France. Odd, is it not?

So imagine Dr Mumbo’s delight when he stumbled across the story of an ad agency which is putting armpits at front and centre of its business.

Wakino Ad Company – Waki is Japanese for armpit – has hit upon the somewhat quirky, some might say strange idea, of turning the humble armpit into a billboard. That’s right, a billboard.

The idea is that models on commuter trains in Tokyo will extend their arms skywards to grasp a handrail – and reveal an ad plastered on their armpit.

According to reports, a rectangular, full-colour ad measuring two inches by four inches will set back a brand ¥10,000 (S$122) for one hour of exposure.

Dr Mumbo can’t wait for the “where did you hear about us?” question.

Print? TV? Website? Word of mouth? Google Search? Armpit?


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