Ad of the Day: Icon recruits pregnant pole dancer and skating queer rights activist to say ‘Piss Off’

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The latest campaign from ‘pee-proof underwear’ brand Icon features a surprising trio of women: a pregnant pole dancer, a skateboarding advocate for queer and trans rights and 57-year-old clinical psychology PHD candidate. All three feature in the out-of-home campaign dubbed ‘Piss Off’.

The brand created the platform to de-stigmatise bladder leakage in women and celebrate the mildly blasphemous term ‘Piss Off’ as an affirmation. For Icon, ‘freedom means saying “yes” to whatever lights you up, and “piss off” to what doesn’t’, according to a statement.

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