---
title: "\"Tomorrow I'll take off the top\": anatomy of France's greatest advertising teaser"
description: "1981: Avenir's Myriam campaign invented French-style ad teasing. A breakdown of the mechanics — and what it still teaches advertisers in 2026."
url: "https://publicitefrance.com/en/avant-apres/campagne-myriam-demain-jenleve-le-haut/"
lang: en
translated_from: "https://publicitefrance.com/avant-apres/campagne-myriam-demain-jenleve-le-haut/"
category: "Before/After"
publisher: "PubliCité France"
updated: "2026-08-02"
alternate_fr_md: "https://publicitefrance.com/avant-apres/campagne-myriam-demain-jenleve-le-haut.md"
keywords: ["Myriam campaign", "billboard teaser", "Avenir advertising", "French advertising history", "teasing campaign"]
sources:
  - "https://fr.wikipedia.org/wiki/Affiches_Myriam"
  - "https://blog.arpp.org/2018/12/07/demain-on-garde-le-haut-et-le-bas/"
---

# "Tomorrow I'll take off the top": anatomy of France's greatest advertising teaser

**In short:** in 1981, the outdoor-advertising company **Avenir** commissioned the agency **CLM/BBDO** to run a three-part billboard campaign featuring model **Myriam Szabo**, in order to demonstrate the power of the outdoor medium itself. It is the textbook case of advertising teasing — a mechanic that still works in 2026.

## Context: when outdoor advertising had to prove its power

In the early 1980s, outdoor advertising was fighting for its place against television and print in media plans. The challenge: prove that a street billboard could create a national **event**. The answer would not be about a consumer product, but about the medium itself. The advertiser was the billboard company **Avenir**; the product being sold was *the power of outdoor advertising*. The campaign was created by **CLM/BBDO** — written by copywriter **Pierre Berville** and art-directed by **Joël Le Berre**.

## The three-act teasing mechanic

1. **The promise.** A first poster shows Myriam in a swimsuit: "On September 2nd, I'll take off the top." No explanation — curiosity does the rest.
2. **Raising the stakes.** On September 2nd, the promise is kept and immediately renewed: "On September 4th, I'll take off the bottom."
3. **The payoff.** On September 4th, the final poster reveals Myriam nude, seen from behind, facing the sea, with the signature: *"Avenir, the billboard company that keeps its promises."*

Three posters, one idea: **create an appointment**. Passersby no longer endure advertising — they wait for it.

## Why it worked (and stirred debate)

- **The serial format.** Splitting the message over time turns a passive audience into a public that comes back on its own (the cliffhanger principle applied to the street).
- **The conversation.** Before social media, the campaign generated massive word of mouth and press coverage: earned media multiplied paid media.
- **Controlled transgression.** The boldness sparked debate — including criticism, notably about the representation of the female body. An honest 2026 read must acknowledge it: what counted as "boldness" then would be read very differently today.

## Before / After: same lever, different screens

| | Before (1981) | After (2026) |
|---|---|---|
| Medium | 3 paper posters, hand-pasted | Countdown story, 9:16 video reveal |
| Appointment | Date written on the poster | Notification + countdown sticker |
| Amplification | Press coverage | Shares, duets, UGC |
| Measurement | Approximate | Real-time, geolocated |
| Suspense duration | Several days | A few hours |

A brand launching a product with an Instagram countdown, or a DOOH screen revealing its message at a set time: these are Myriam's grandchildren. The intent — **build anticipation, then reward curiosity** — is identical; only speed, measurement and interactivity have changed.

## What it teaches advertisers in 2026

- **A dated promise beats a permanent slogan**: the appointment creates a spike of attention.
- **Keep the promise**: a teaser with no payoff disappoints and damages the brand.
- **Think earned, not just paid**: design the campaign to be retold for free.
- **Boldness must fit its era**: today, transgression plays out through the idea, humour or format — not the body.

## FAQ

**What was the "Tomorrow I'll take off the top" campaign?**
A 1981 French billboard campaign by CLM/BBDO for the outdoor company Avenir, featuring model Myriam Szabo. Built as a three-poster teaser, it aimed to demonstrate the power of outdoor advertising. It remains a textbook teasing case.

**What is teasing in advertising?**
A technique that first releases an intriguing, incomplete message to build anticipation, before revealing the advertiser or product. It turns a passive audience into one that returns willingly.

**Does teasing still work today?**
Yes — notably through social-media countdowns, vertical-video "reveals" and scheduled DOOH. The formats have changed, not the underlying psychology.

## Sources
- Wikipedia (FR) — Affiches Myriam: https://fr.wikipedia.org/wiki/Affiches_Myriam
- ARPP blog — "Demain, on garde le haut (et le bas)": https://blog.arpp.org/2018/12/07/demain-on-garde-le-haut-et-le-bas/

---
*PubliCité France — Before/After section. Cited campaigns belong to their rights holders. French version: /avant-apres/campagne-myriam-demain-jenleve-le-haut/*