Bulls retailer's storm in a C-cup billboard sells after complaints

Designer Direct's infamous billboard has been sold. Designer Direct owner Michael Adams hands over to new owner Tim Harris.
DAVID UNWIN/FAIRFAX NZ

Designer Direct's infamous billboard has been sold. Designer Direct owner Michael Adams hands over to new owner Tim Harris.

A billboard that was taken down in Bulls after complaints it was too explicit has sold online, although the community hasn't seen the last of it.

The sign, which shows woman's breasts and a perfume bottle, was previously displayed on State Highway 1, north of the Rangitikei town, to market the perfume and sunglasses store Designer Direct.  

Nipples were not visible so it complied with advertising standards, but it remained too saucy for some residents and was taken down in less than a week after complaints. 

The sign was taken down after complaints from the community it was too explicit to be on the State Highway 1 entrance to ...
DAVID UNWIN/FAIRFAX NZ

The sign was taken down after complaints from the community it was too explicit to be on the State Highway 1 entrance to Bulls.

Lifelong Bulls resident, farmer and former Rangitikei district councillor Tim Harris is the new owner of the billboard after Designer Direct owner Michael Adams listed the sign on Trade Me.  

READ MORE:
Retailer's raunchy billboard in Bulls to be taken down
Bulls retailer recreates busty billboard

 
Michael Adams in a spoof of the original billboard.
DAVID UNWIN/FAIRFAX NZ

Michael Adams in a spoof of the original billboard.

It sold for $250 and was viewed more than 13,000 times. 

Adams donated all proceeds and 100 sunglasses to Bulls Kindergarten.

Harris said the billboard challenged people's perception of what was considered acceptable.

"I've lived here all my life and these guys are good for local business," he said.

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"I'll probably get shot for buying the bloody thing by my wife but it's giving back to the community - the money is going to the kindy.

"I mainly did it for the free pair of sunglasses."

Harris served on the Rangitikei District Council for three years, his tenure ending last year. 

He owns a domestic water carrier company and said he might put it on his truck.

"I think it's fantastic. Any publicity is good publicity, isn't it?" he said.

"You've got to shock people, that's what marketing is all about. Sex sells and it does. You can open any women's or men's magazine and see the same thing so what's the issue?"

Trade Me's Logan Mudge thought it was a provocative piece of fun from Adams. 

"It's not the first time we've seen something a little controversial crop up on Trade Me," he said. "[It's] not even the first controversial billboard to be sold.

"It won't be to everyone's tastes, but our community should have some fun with it. There's often support for something that's ruffled a few feathers, particularly when it's raising money for [good causes]."

Adams said he now felt like a cult figure in town.

"I go to the supermarket and people look at me so I put my hands on my chest," he said. 

"They click and then they all shriek with laughter.

"The people in the region have loved it, which has surprised me. I thought I'd get egged."  

 - Stuff

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