• by Amy Corr , Staff Writer @MediaPostOTL, October 26, 2006

The streets of London were overtaken by exposed bellies touting such marketers as ITV London, Edeus Mortgage Creators, and The Mander Shopping Centre.

Instead of advertising on billboards and buses, Bellyvision, created by marketing agency PMW Limited, takes its name quite literally. In the sea of ads that London commuters are exposed to daily, Bellyvision aims to have its ads stand out.

“It’s all about grabbing attention,” says Steve Wilcock, director at PMW Limited. “We wanted to create a living media opportunity that wasn’t too vulgar but definitely played on a sexual theme.”

The cost for a Bellyvision model is £30, or around $57. The models first meet with a team of body painters who apply the logos to their bellies; then they walk a specified route for two hours.

Future campaigns might show even more skin. “Bellyvision is currently being considered for an anti-obesity campaign that could see overweight models being employed to drive home a health and fitness message,” Wilcock says.