Diary: Lejaby tempts fate by airing its dirty laundry on London's bus sides

Remember that hullabaloo seven years ago when the Daily Mail's Lynda Lee-Potter went off on one about a Gossard Glossies poster featuring a brunette in her undies reclining on a bed of hay, with a line that asked: "Who said a woman can't get pleasure from something soft?" The result? The mobilisation of middle England and more than 300 complaints from Outraged of Tunbridge Wells to the Advertising Standards Authority about smutty innuendos.

Well, Ms Lee-Potter, prepare to get your righteous indignation all fired up again. And as for you lot at the ASA, prepare for another heavy postbag. The knicker makers are at it again.

This week, London's buses will be carrying an ad by the lingerie brand Lejaby featuring a bloke smelling his lover's briefs and the words: "Remember me." This stirring ad is brought to you, appropriately, by the Emulsion agency in France. And we all know about the French and sex, don't we?

We at Campaign find Lejaby's scenario about as sensual as an encounter with Michael Winner's Y-fronts. Nonetheless, Lejaby will not hear of any suggestion that its ad is a bit, er, pants.

"It eschews traditional notions of lingerie advertising featuring women increasingly exposed and, worse, in sometimes shocking or degrading poses. The Lejaby campaign explores new territory: complicity between men and women."

Blimey! And there we were, thinking that it's about a saddo getting turned on by the contents of a laundry basket.

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