Malena’s hairy armpit in Simplus’ latest campaign

Simplus, the biggest pay-as-you-go mobile network in Poland, is famous for its ongoing campaign of film genre’s parodies.  Until now Simplus has delivered successful parodies of latino soap opera, western movie, horror film (The Others),  historical epic (French Revolution) and submarine movie (Das Boot).  In its latest campaign entitled Italian Affair, Simplus has tackled the Italian movie Malena (2000, dir. Giuseppe Tornatore) which stars Monica Belucci. The print ads (posters placed in cinemas across Poland) imitate  the old-school film posters from the 1940-1950s.

Simplus' poster - headline: Non-limited talking with chosen person

Simplus’ Italian Affair campaign promotes a new service called Unrestricted Number [Swobodny Numer]  which allows the user of Simplus network to phone and text a chosen person within this network free-of-charge without any limits.  The TV commercial ends with a funny shot of Malena exposing her hairy armpit…

Well, perhaps in the 1940s when the history of Malena takes place women didn’t shave their armpits…

Malena's hairy armpit in Simplus TV ad

Brand:  Simplus (Polkomtel)

Advertising Agency:  Team One

Media Agency:  Universal McCann

Production House:  Film Republic

Art director:  Aneta Szeweluk-Skarbek

Creative director:  Artur Dynowski

Copywriter:  Piotr Skarbek

Director:  Michał Stabliński