Pony, the athletic-shoe marketer has its most provocative campaign to date.The campaign, by Goodby, Silverstein & Partners in San Francisco and is meant to make them stand out in the crowded running shoe market. The target is boys and men ages 15 to 25.

In one ad, an infant with a tough look on his face stands to show tattoos on his stomach and leg.

In a second ad, the words "love" and "hate" are tattooed across the toes on a pair of feet, just as they were found on Robert Mitchum's hands in the cult film "Night of the Hunter."

It's shockvertising and it's risky.

Source: Stuart Elliot, New York Times- Tuesday, February 9, 2004