Uniqlo's HeatTech Ads Confuse Customers

Even a marketing juggernaut like Uniqlo gets it wrong every once in awhile. The Hiroshima-born discount fashion palace, known by some as "the Japanese H&M," is confusing New York City subway riders, tourists and online visitors with an ad campaign touting its HeatTech line of clothing.

In the ads, Charlize Theron and Orlando Bloom wear chic down jackets with the HeatTech logo prominently displayed next to them. Problem is, the popular HeatTech technology, a material that is a combination of Rayon and milk proteins said to generate and trap body warmth, isn't incorporated in the jackets. It's in what's under the jackets -- the T-shirts, turtlenecks and sweaters -- that Uniqlo sells.