Has This X-Rated Adult Ad Gone Too Far?

Has This X-Rated Adult Ad Gone Too Far?
John Bastick
By John Bastick



UK adult store Coco De Mer has teamed with controversial fashion photographer ‘Rankin’ to produce a decidedly raunchy spot to promote its range of lingerie and sex toys.

The two-and-a-half minute TVC is more erotic film than ad and was made in conjunction with the London agency TBWA\London. The spot will air both online and in cinemas throughout the UK.

Check it out here, but be warned B&T recommends workplace discretion.

Rankin – famous for shooting celebs and models in various states of undress – told UK’s Campaignlive.co.uk that the short film is “definitely the best thing that I have done in film. … It has layers of meaning, and to get that in advertising is rare”.

The famous fashion photographer said it was all about creating an “experience” for the viewer. “We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing, but it’s just about making something people want to watch,” he said.

A spokesperson for the agency said: “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies—to reignite that connection.”

Lucy Litwack, managing director of Coco de Mer said at the launch of the short film: ‘We want to set a conversation in motion that talks about what is actually inspiring the mind to return to the notions of sexual delight.

“The core of the campaign is Coco de Mer’s real commitment to creating a more vital, more beautiful erotic landscape through which our audience can explore,” she said.




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