An advertising world first has been launched in London - pitvertising.
The innovative new concept uses digital TV screens built into the armpits of shirts.
It was developed by deodorant manufacturer Right Guard as the ideal way to market its products.
A hired team of 'Pitvertisers' was sent out into the streets of London to test the new medium.
Passers-by were reportedly amazed by the new marketing tactic - some were clearly impressed; but others thought it the pits...
[SOURCE: Ananova. Used without permission or shame for our Friday Afternoon Moment of Whimsy.]