Aussie brand claps back at competitor with ‘cheeky’ ad

Australian fashion retailer Showpo has gone viral as a result of a campaign which seemingly references something Sydneysiders know all too well.

An Aussie brand is making waves thanks to a new campaign clapping back at another fashion giant.

A bus advertisement created by fashion retailer Showpo – founded by Shark Tank ‘shark’ Jane Lu – has gone viral online, thanks to a witty reference.

The advertisement, found on the back of a Sydney bus, simply reads ‘Sydney, we thought we’d give you a break’, with Showpo’s logo underneath.

Sydneysiders know all too well what the advertisement may have been referring to, without needing to say it – the White Fox advertisements we’ve been seeing everywhere for years.

Lately, it seems White Fox ads have been plastered on every surface across the city, to the point where it’s caused extensive discourse online.

“POV: you live in Sydney,” shared one TikTok creator in a now-viral video, along with a number of clips featuring White Fox ads on buses, billboards and bus stops.

Helen Devine, the mastermind behind Showpo’s statement piece, said that the idea was a long shot that left her colleagues’ jaws on the floor, and ended up paying off.

“Consistent public commentary regarding current [out-of-home] activity inspired the idea initially,” she told news.com.au.

“Brands are shouting louder than ever, but consumers are listening less. So instead of adding to the noise, I wanted to create a moment that made people stop, think, and feel something.

“The goal was to be thought-provoking during one of the most marketing-intensive periods of the year.”

A new Showpo bus advertisement has Sydneysiders in stitches, as it appears to reference another popular campaign. Picture: LinkedIn.

While much of this year’s sale period advertising has revolved around apologies – think, “We’re sorry, but our prices need to come down even more!” – Ms Devine said she wanted to go bolder, and get a little bit cheeky with Showpo’s campaign.

“Showpo has always had confidence, but now I’m pairing it with a bolder creative ambition,” she said.

And, it seems it’s paid off.

Ms Devine said that the campaign delivered Showpo’s best Black Friday sales ever, along with some great feedback from shoppers.

“Love it, love you guys,” said one commenter on social media.

“Wait, this is so clever!” said another.

“I can’t stop watching this it’s too good,” said a third, on a video where Showpo’s bus is seen driving past a White Fox bus.

However, not everyone was on board.

In a post to LinkedIn, Andrew Knox from Golden Thread Insights commended Ms Devine and Showpo’s efforts to combat White Fox and its “cultural pollution”.

White Fox advertisements can be found on many buses in Sydney. Picture: LinkedIn.

The campaign has become somewhat of an iconic city staple. Picture: LinkedIn.

“If you live in Sydney, near any major bus route, you’ve probably been bashed over the head with White Fox outdoor ads for the last 5-10 years,” he shared in his post.

“You know the ones, those bright pink, ultra-posed visuals plastered across buses. There’s no denying they’re effective. The Mark Ritson-ness of it all is almost admirable: consistent use of brand codes, executed relentlessly over time builds mental availability. But it’s also … a lot. Heavy handed, loose in its targeting and a bit intrusive over time.

“I, for one, support this clever piece of marketing judo from Showpo … and look forward to being annoyed by their ads in future.”

But, many commenters said it was rather a credit to how influential White Fox – and the hoodies that have found themselves in the wardrobes of every teenage girl in the country – really is.

“I actually admire what White Fox has done here … Might not be everyone’s cup of tea, but when you take a walk literally anywhere and see a 15-year-old in head-to-toe White Fox branded tracksuits and tees, and your brand is now being ripped off on Temu and fake market stalls, you know you’re broken through cult status into icon. Relevancy and recall is everything,” said one person.

The Showpo team took to the streets to find their bus. Picture: TikTok.

Ms Devine said that the bus was the last one able to be booked until 2027. Picture: TikTok.

“Hats off to both brands. Whenever I see other fashion brands on the back of buses, I immediately think they’re imitating White Fox,” another shared.

For Ms Devine, the commentary is a compliment, noting that there’s nothing wrong with a bit of cheeky competition.

“I believe competition drives innovation,” she said.

“This campaign felt perfectly on brand for Showpo – confident, bold and unafraid to steal the show.”

White Fox was contacted for comment.

Originally published as Aussie brand claps back at competitor with ‘cheeky’ ad