• by Amy Corr , Staff Writer @MediaPostOTL, August 23, 2006

Janice Dickinson, the outspoken, self-proclaimed first-ever supermodel, has landed her own Oxygen Network reality TV show chronicling the launch of her own agency. To spread the word about the new venture, Oxygen's ad agency, Toy, created a campaign using Dickinson's snappy voice and a faux modeling agency.

The fictional Janice Dickinson agency that popped up in New York's SoHo neighborhood offered a place for brave models to drop off headshots for review by Dickinson. Ringing the storefront's doorbell, aspiring models heard such snippy Dickinson retorts as, "I'd hire you  to clean my toilets" and "I've seen better skin on a crocodile."

The faux agency came with a phone number where a perky receptionist played on Janice's two favorite hobbies (humiliating people and plastic surgery) by telling callers why Janice was unable to come to the phone: She was either "turning one of her models into a broken, hollow shell of a man," or she "just had her lips done and they are the size of small footballs."

Wild postings featured model headshots marked with red pen to show where work was needed. Billboards and bus sides running in New York and Los Angeles proclaimed, "Modeling has met its mouth."