Sheertex’s first physical ads are controversial and defying norms to emphasize their fabric’s durability. 

Sheertex’s first physical ads are controversial and defying norms to emphasize their fabric’s durability. The tights brand is venturing away from their digital-only ad presence and showcasing displays in subway platforms and trains across NYC and Toronto. However, the ads seem to be making people do a double take with their provocative images and controversial statements. For example, the phrase “tested on animals,” is written on an image of a dog pulling at the tights while on someone’s leg and another is a play on the political statement “’supports big oil’ with an image of several bottles of olive oil suspended in midair inside the leg of a pair of Sheertex tights.” A third ad shows “a stack of CDs straining against Sheertex’s tights with text reading ‘tested on endangered species.’” By ironically supporting these controversial statements, Sheertex is showing off the “toughness” of their product, which is something many brands wouldn’t dare to engage in; especially since they could be construed as contradicting young consumers’ feelings about the issues they care about at first glance. (AdAge)