In Tokyo, Women's Thighs Are The New Billboard

A PR agent in the ad-saturated capital gets creative in his quest for "new territory" by placing ads on young women's thighs, according to a report by The Guardian. Cue feminist applause.

According to the report, participants, who must be over 18, are recommended to wear miniskirts and long socks to draw attention to the advertisements. More than 3,000 women have already registered to give up their skin to become 'billboards' in this new campaign, said Hidenori Atsumi, chief executive officer of WIT, the advertising agency that came up with the idea.

"It's an absolutely perfect place to put an advertisement because it's what guys are eager to look at and girls are okay to expose," Atsumi told The Guardian as two teenage "thigh advertisers" giggled behind him.