David Bowie (May 12, 1979) Boys Keep Swinging Advert - Melody Maker

A full-page advertisement from Melody Maker promoting David Bowie’s new single “Boys Keep Swinging” from the upcoming album Lodger.

SOURCE DETAILS

Publication: Melody Maker

Date: May 12, 1979

Country: United Kingdom

Section / Pages: Full-page advertisement

THE STORY

This striking advert features Bowie in a dynamic, expressive pose — shirt open, tie loose, caught mid-movement. The design uses a handwritten, scrawled style across the page with the text “David Bowie – ‘Boys Keep Swinging’ his new single available on RCA BOW 2” and the teaser line “Lodger on the way.”

CONTEXT AND NOTES

Released in spring 1979, “Boys Keep Swinging” was a satirical, gender-bending single that became one of the standout tracks from the Lodger album. The advert’s energetic, personal visual style contrasted with more polished campaigns of the era and helped build anticipation for the final instalment of Bowie’s Berlin Trilogy.

FEATURE HIGHLIGHTS

Event: Full-page advert for David Bowie single “Boys Keep Swinging”

Era: 1979 – Lodger / Berlin Trilogy period

Tone: Energetic and expressive

Photography: Kinetic live-style shot of Bowie in motion

Audience: UK music weekly readers and Bowie fans

WHAT THE CLIPPING SHOWS

A full-page Melody Maker advert dominated by a dynamic photograph of Bowie and handwritten-style text. The loose, immediate design gives the promotion a raw, personal feel while clearly announcing the single and teasing the forthcoming album Lodger.

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