A newly opened fashion boutique with ambitions to expand into a chain of stores will use a teaser ad campaign with a faintly sado-masochistic edge to introduce itself to Toronto shoppers.

The two-week teaser campaign for Ears Hips & Things, beginning in November, comprises darkly lit outdoor posters created by Mississauga, Ont. ad agency Arscott Ticar Kobli Integrated Communications.

The posters will appear in bus shelters along Metro Toronto’s Yonge Street.

The campaign features four executions, three of which are entitled ‘ears,’ ‘hips’ and ‘things.’

Each of the three feature close-up photos of products sold in the store such as earrings, studded belts, chains and leather pants and gloves.

The campaign pay-off comes in the fourth execution, which will be posted towards the end of the two week media buy.

It shows the three teaser ads together with the name and location of the store and the tag line, ‘So Much More In Store.’