Steven Soderbergh and Benicio del Toro made an epic film about Che Guevara. Obviously, this posting has nothing to do with that. The reference to the film is just a ploy to squeeze some of their traffic out of search engines. It's called marketing. And when it comes to marketing, few companies beat the Belgian men's mangazine, CHÉ. Think Maxim and FHM, but Belgian and in Flemmish (that's a language, not a bodily expectoration). The target, of course, is male readers. Not only do they have extremely eye-catching ads, such as the Let Us Keep On Dreaming of a Better World campaign above, but they also come up with some extremely original merchandising, as attested by the pics below. As a branding fan, all I can say is congrats for sticking out in a highly competitive and cluttered indusry. Does anybody realize how difficult it is to come up with original sexy advertising? As a bonus, keep on scrolling down to check out one of their infamous TV ads.