I might like alternative media and applaud creative marketing concepts but I think this one goes a little too far perhaps.

Right Guard developed a campaign using “Pitvertisers” who wore shirts with small video screens in their armpits.  When they lift their arm to expose their armpits it plays an advertising message about deoderant.  These “Pitvertisers” were sent out into the streets of London. Passers-by were reportedly amazed by the new marketing tactic – some were clearly impressed; but others thought it the pits…