Models grinned and bared it - in a new marketing initiative in Birmingham, writes Joanna Geary.
The Bellyvision scheme uses toned tums, painted with snappy slogans and logos, as a promotional tool.
It was being used for the first time in the city to promote the Pallasades shopping centre's new website.
Marketing manager Jo Blythin auditioned local models with Bellyvision organisers after spotting the launch of the idea in London.
She said: "Our message is very simple, our new website is now live and therefore I believe that it will really work for us."
Fiona Johnson, Jemma Palmer, Paul Eccles-James and Katie Jones, all from Birmingham, yesterday promoted the website - www.thepallasdes.co.uk - in the city centre.
Bellyvision bosses say models are in make-up and undergo briefings on their jobs for an hour.
They receive £30 for a three-hour day.