Has thus far managed to avoid any armpit reports on our feed, even this year’s trends for underarm glitter & detox masks. But the latest idea cannot be ignored: underarm advertising. Japanese co Wakino (‘waki’ is Japanese for armpit) think that armpits are the next frontier in advertising, & are selling space on behalf of beauty co Liberta who make, among other things, armpit cream. They’ve done the same for a co that offers an underarm hair removal service, paying the human billboards £70 an hour to travel around on Tokyo’s subway holding the overhead handles. Wakino next plan to stage a contest to find the prettiest pits in Japan. Desperate measures for viral exposure or a genius move with no ‘arm done?