Yet another brilliant campaign by Selmore for the Dutch suit brand Van Gils. It started a few weeks ago when this ‘home video’ of Carmen Electra appeared on the internet. The acting, the handheld camera, the background music, it all looked very authentic – especially the boob, a definite no go in US advertising. The only thing that made us doubt the video, was – ironically enough – that the guy filming Carmen was wearing the wrong trousers and shoes – not hip enough for Carmen, we thought. Anyway, this week the hoax was revealed with the above video and the pay-off ‘It’s all about the suit’. Selmore introduced this proposition in 2008. The agency hired models like Pamela Anderson to appear with the mysterious white (latex) man in the well cut suit at fashion shows and other celeb infested parties. The press went nuts in trying to find out who this mysterious man was – Michael Jackson maybe? – which generated a fair amount of (international) free publicity. After revealing the truth behind the suit, ‘traditional’ advertising was used to further exploit the proposition. This hoax has taken things one step further and generated about 8 million hits so far. Lesson learned? It’s all about the agency.