Buses have been another site for inventive advertising. This advertisement for Trumpet ice creams was an Axis competition winner for Colenso in 2006. When the image was posted on the Flickr website, the photographer commented ‘Kiwi translation for those who don’t understand … “Togs” are swimming trunks. These ones would also be called speedos, or budgie smugglers.’ The need for a translation emphasises how far advertising agencies in the 2000s appealed to New Zealand experiences using New Zealand language.
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Photograph by Jim Henderson
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