Singer Ashley Roberts turns wardrobe malfunction into billboard campaign
The Pussycat Dolls star has become the face of crisp brand Extra Flamin' Hot after she was snapped with sweaty armpits at the premiere of Alien: Romulus.
Pussycat Doll's Ashley Roberts makes a visit to her billboard
Pussycat Doll Ashley Roberts posed in front of a huge billboard - featuring her own sweaty face.
The singer hit the headlines after an embarrassing 'wardrobe malfunction' at a movie premiere saw her pictured with sweaty armpits.
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But she's taken back control with the hilarious building-sized poster that pumps 1,000 litres of 'sweat' over her face every few seconds.
The Heart Radio breakfast DJ has now become the perspiring face of Extra Flamin' Hot snacks. And the 'Hot Couture' images were shot by celebrated snapper RANKIN, to show the effects of spicy food can be worn with style.
Ashley Roberts said: "What can I say? More than a quarter of people sweat after eating spicy foods, and I'm one of them. I honestly don’t care about the physical reactions to eating hot stuff, it’s natural and I don’t want anyone to feel ashamed of it.”
Alongside the dripping billboard, the snack brand commissioned research which found 25% of Brits have been ‘sweat shamed’ by having their wet patches pointed out.
Ashley Roberts visits her new 'sweaty' billboard (Image: Pinpep)
Ashley Roberts poses outside her new 'sweaty' billboard (Image: Pinpep)
Almost three quarters (72%) feel uncomfortable when they visibly sweat, and 45% are ashamed of it. The worst time to be caught visibly sweating was voted to be on a first date (52%), with 24% saying excess sweating is a ‘turn-off’.
This is despite 30% beliving it’s fine to be visibly affected after eating something spicy, according to the OnePoll.com research.
Rob Pothier, for Extra Flamin’ Hot, which is available across Doritos, Walkers MAX and Wotsits Crunchy, said: “We’ve taken Ashley from sweat shame to sweat fame.
“From her red-carpet fashion faux pas to becoming the face of our latest campaign, she has shown that sweat isn’t something to shy away from, but to embrace.”
