Since Max Fashions made the journey from OgilvyMetro to indie shop Special, the clothing brand has come out with a “progress bar” campaign that’s making waves all over the show.

The ads – see below – feature partially clothed ladies with their garments being “loaded” in the style of a photo downloading online.

They’ve hit web fame, been labelled “Nudevertising” and are set to feature on the cover of ad mag Campaign Brief – the first campaign by any New Zealand agency or brand to make the cover in more than two and a half years.

They’ve also been picked up on American rapper Kanye West’s blog, have been judged one of the best pieces of outdoor advertising in the world on Best Ads on TV and are set to be profiled on the American-based Communication Arts website.

Shot by top snapper Derek Henderson, the campaign features four different executions, two outdoor and two viral.

Special agency head Tony Bradbourne said the ads had appeared on buses and on a prime site in Newmarket, as well as instore at Max outlets across the country.

He said the edgiest one – where the lady’s posterior is revealed – is the one that’s really taken off on the internet. Surprisingly, a handful of punters who complained to the ASA about the previous campaign (“Truly. Madly. Deeply”) have so far been quiet about this instalment.

“There was a group of people from Torbay who all complained about that one,” Mr Bradbourne said. “But this time we haven’t had any complaints. Maybe the ads aren’t on the buses that go to Torbay.”

Max marketing director Sandy Burgham said the company wants to push the boundaries of how the brand is represented creatively.

“Over the years Max has created iconic images and campaigns and they’ve become core to our identity as a constantly evolving fashion brand. Going online was all about taking a great New Zealand brand global. We have definitely achieved our goal as we are no longer just world famous in New Zealand.”

Special is now busy rolling out yet another campaign for Max as well as working on three pitches (shhh!). It’s also pulled off some recent print work for cage-free pork producers Freedom Farms (as well as a quick spot, here) and animal rights group SAFE (which, by the way, has its own delightful “freedom for pigs” site here.)

Have a gander at the thought-provoking SAFE ads here and here.

Maxshop.com images: