Rubber 55

Propaganda stretches and flexes its creative in latex
This latest work for latex clothing and accessories brand, Rubber 55 offers a seductive yet humourous window into the fetish scene.

The company approached Propaganda with a brief to raise awareness of their web site and increase product sales. With the web site their only channel to market and a target audience that consumes high levels of online media, Propaganda decided to exploit the power of social media sites such as YouTube and Google Video. The 150 second, short film showcases Rubber 55’s merchandise in the form of a spoof of MTV Cribs, the reality TV programme that gives tours of celebrities’ houses.

Steve Dixon, executive creative director at Propaganda comments: “We wanted to create something that was highly entertaining whilst also reflecting the quality of the merchandise. If you look at the marketplace as a whole, although there are some big players, the quality of Rubber 55’s products is unrivalled. So mirroring the production values of a fashion broadcast clearly communicates where this brand is positioned.”

He continues, “Content is king on these social media platforms - if you have the right content, people will find it and share it. We’ve tried hard to balance humour with the inherent eroticism of the fetish scene and I believe the viral potential for this short film is massive.”

Posted on selected web sites, the short film set in suburbia demonstrates what can go on where you would least suspect it and follows the strap line ‘What goes on behind closed doors is our business’.

The star of the show and owner of Rubber 55, Andy Newby opens the door to his home, kitted out from head to toe in a rubber suit. Andy then goes on to give viewers a tour of his three bed, two toilet, 12 dildo and one gimp house and introduces us to his friends and family who have similar fetish tastes.

Andy Newby explains, “Fantasies and fetishes are supposed to be fun and I think we get that across. I mean introducing my mum who’s wearing a strap-on whilst making a cup of tea and scolding me for my mucky boots definitely communicates a sense of humour! As well as being an entertaining piece of film I think it also shows what our business is about. There’s no point in taking yourself too seriously when you’re in this market, but that’s not to say we have the same attitude towards our products, which are hand crafted and made to measure from only the highest quality materials.”

Commenting on the choice of purely online media for this campaign, Steve Dixon says, “Despite the fact that our budget was as tight as the latex clothing showcased, online is very much the right medium for this community. Research shows that those with a fetish persuasion have a thirst for information and innovation – they are always looking for the latest development. So online channels are the natural place for them to operate.”

He concludes, “The work for Rubber 55 proves that whether it is sex, religion or politics, Propaganda can penetrate deeply into the hearts and minds of a target audience and find an insight and approach that really vibrates… I mean resonates. I think that yet again we’ve demonstrated that Propaganda consistently out thinks, rather than outspends the competition.”