A service which replaces advertising billboards with models' washboard stomachs is set to become part of the advertising battleground in the Midlands.
Called Bellyvision, it aims to grab the attention of marketing-weary city dwellers and is being lined up for the Pallasades Shopping Centre in Birmingham and Mander Centre in Wolverhampton.
Advertising will be painted on to bare bellies of models who then spread the message by walking around in rival locations for two hours.
Models are set to be in make-up and undergo briefings for an hour and receive #30 for the three hour day.
PMW Limited, the company behind the idea, says Bellyvision creates a "living media opportunity".
And Jo Blythin, marketing manager for The Pallasades, said the centre had signed up to the scheme to boost its new website which will be launched later in the spring.
She said: "It's a new form of advertising and while you can hand out leaflets, people are perhaps a bit wary these days. This will be an eye catching and fresh way to spread the message about the new web-site which should be on line at the end of April or beginning of May."
And Mander Centre manager Graham Evans said he was planning to hold auditions to hire a team after Easter.
He said: "There's certainly been a lot of interest and it's an idea which we believe will grab people's attention."
PMW has signed up other clients in London, Milton Keynes and Leeds.
The company is a marketing agency which can come up with a campaign or deliver a campaign on behalf of clients, PMW Limited spokesman Steve Wilcock said.
The next step is to recruit male and female models willing to bare their bellies in each area - with 30 already getting in touch from the West Midlands.
Mr Wilcock said the company was initially looking for slim models.
He said: "Static advertising can become like wallpaper and people tend to ignore it.
Bellyvision allows us to take the message into other areas in an eye catching manor.
He said: "With the trend for crop tops, the idea suddenly occurred to us. It's a fact that guys look at girls and girls look at guys. We want to be a bit sexy without being vulgar."
The idea worked particularly well for shopping centres because it was possible to get the message across, in the heart of competitor areas.
Mr Wilcock said he did not rule out campaigns which required a fuller figure.
He said: "We anticipate that new clients will come on board that have some very specific objectives. There is no doubt that a big hairy beer belly in a cropped top would generate a level of interest and therefore be a great billboard."
Bellyvision was launched at the Plaza shopping centre on London's Oxford Street.
Other advertisers already signed up include The Theatre District in Milton Keynes, and The Headrow Shopping Centre in Leeds. More information on the initiative is available at www.bellyvision.co.uk