-- M& C Saatchi's nipple-touting press and poster campaign for Vogue.com has racked up an impressive number of calls to the ASA.
The ads received 25 official complaints within a week of the campaign's launch on May 1st, with some groups going so far as to contact Vogue.com's offices and threaten to deface the offending posters.
In contrast, last year's award-winning, nipple-baring poster campaign for Sony Playstation failed to muster a single outraged phone call to the ASA.
"We cannot believe that a woman's magazine sees fit to treat women in the same way that any lad's mag or porn mag does," said one letter writer, Dr. Sasha Rakoff, who runs an online greetings card service.
The ASA expected the number of complaints about the ad to increase by the end of the week, but said that it was too soon to decide whether action should be taken. "The bottom line is whether we consider that the ad causes serious and widespread offense," said ASA external affairs manager Chris Reed.
Vogue.com were quick to defend the campaign, which has coincided with a doubling of the number of visitors to the site.
The website's editor, Abigail Chisman, predicted that the boost would see page views per month rise to four million within the next few weeks.
"We're delighted with an ad campaign that has had such an obvious effect on our site and we expect results to continue like this for the next few months," she said.