Advertising: King Leer

Even people who don't give a single thought to double-entendres flinch these days when a sultry woman flips onto their TV screens to ask coyly: "Had any lately?" What she wants to know is whether the viewer has had any Chateau Martin champagne, vermouth or wine. Chateau Martin's eight-week-old question is also being asked on radio, bus and subway posters, in magazine ads and on lapel buttons. Crestwood Advertising, Inc., which designed the campaign, credits it with a 48% increase in Chateau Martin sales.

The pitch is patterned on the "Does she ... or doesn't...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!