… be a valid subject of an ad for rucksacks in our times?
Well, it was in the 70s as can be seen in the pages of this September 72 edition of Climber and Rambler magazine.
It's a two part ad. On the first page, the naked lady with a rucksack and the legends:
"Two naked frames"
"And now for more…"
On the following page, we discover the pun: it's the "new" Berghaus rucksacks line.
And that is just the most extreme example I found shuffling through the pages of a bunch of 70s climbing magazines that were sitting in a bunkhouse in Wales. The use of hot and sexy models was pretty widespread in the climbing and mountaineering ad industry.
Would they do it now?
