MTV looks to ‘sex up’ road signs to promote new series of The Valleys
MTV has created double-sided ‘Welcome to Wales’ road signs featuring three ladies in skimpy underwear, as the company looks to promote the latest season of The Valleys.
Launching tonight, season three of reality show The Valleys shows youngsters from the South Wales Valleys as they move to Cardiff and try to live their dreams.
The front of the sign displays three of the show’s stars Natalee Harris, Lateysha Grace and Jenna Jonathan in racy underwear, with the words ‘hello boyos’, playing on the famous Wonderbra ads.
The back features the rear ends of the women, along with the words ‘drive safely’.
Jo Bacon, vice president of marketing, creative and press at MTV UK, commented: “We wanted to extend a warm Welsh welcome to everyone entering the country and put an entertaining spin on the boring traditional signs that clog up our roads. I hope we succeed in putting a smile on the faces of passersby and if people like what they see then they can see a lot more by tuning into The Valleys on MTV! We plan to roll out our sexy road-side marketing campaign across the Welsh border in the run up to the first episode.”
With PR handled by Taylor Herring, the sign was trialled on the A465 on the Welsh border, with other posters set to be introduced.
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