Developed by Eight Partnership Hong Kong, the first phase of the integrated campaign — set to roll out in the leadup to Christmas — consists of three print executions, two of which feature the lines 'Play with yourself' and '9 inches of pleasure', which, as the extended copy at the bottom of the ad explains, refers to the airline's inflight entertainment lineup of games and nine inch personal screens.
"It's very cheeky, and in fact, it's set to get a lot cheekier," said Charles Brian-Boys, managing partner, Eight.