This Abercrombie & Fitch billboard portrays waves lapping at a reclining young man’s legs and hips. Even though the water’s action appears quite gentle, energetic spurts of foam are the result.
The image omits below the belt anatomy, but without awareness the viewer’s mind completes the picture. If any prompting is required for this mental process, the partially obscured letters in the brand name provide the cue.
As the model’s face is not completely shown, the ad’s target is free to put himself in the picture and thus imagine how Abercrombie & Fitch apparel will make him look and feel.