In 1997 Broadway Bares popped a bigger tent than ever. Now moved to Webster Hall, New York City’s just re-opened danceteria, “The Barest Show on Earth” featured more than one hundred dancers, extravagant costumes, a custom-built set, and an original opening number introducing the theme of the evening. M•A•C came onboard as an annual sponsor. And, for the first time, there was a full-fledged advertising campaign, put together by SpotCo, in which the circus theme traveled from the photo shoot all the way through to the show itself. So the ropes that the dancers were hanging from in the poster became the ropes the roustabouts used to put up the circus tent in the show. Clowns and elephants and bearded ladies provided the most erotic night ever under the Big Top, raising more than $140,000.