Abercrombie and Fitch’s models can ”Call Me Maybe’ anytime

By on Wednesday, July 4, 2012

Taking the global viral advertising by storm is Abercrombie & Fitch‘s semi-naked version of  ‘Call Me Maybe’ using their own delightful models miming along to the track.

The video was taken on multiple camera phones and put together to create one music video with a montage of muscular shots.

It’s not always a recipe for success for brands to hi-jack popular ideas and try to own it.  (the song has been adopted by various animals, sports teams and politicians online recently).

On this occasion, our own independent Mercieca PR office poll we all scored it highly. (There being only 2 men in the PR department is irrelevant). Although frankly, why the Yeo Valley boys didn’t get in there first is a mystery, they do love a sing song.

Recommended viewing of the video here:


A bit of male nakedness is nothing to be shy about, Richmond Ham have also been embracing this recently in their latest ad campaign. Although I gather they had to remove a few shots following complaints to the ASA.


Source: Contagious

Click here to view other videos in the Mashable Global Viral Chart

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