A new service replacing traditional advertising billboards with the washboard stomachs of models is being trialed in the Midlands.

Bellyvision aims to grab the attention of the marketing weary, with slogans painted on the bellies of male and female models.

The models then simply stroll around the streets, with their midriffs showing, as an eye-catching form of advertising.

The Pallasades Shopping Centre in Birmingham and Mander Centre in Wolverhampton are among the first venues to benefit from the "living media opportunity".

PMW, the company behind the scheme, has already signed up clients in London, Milton Keynes and Leeds.