Airing at the moment we have the Freeserve spot in which wrinkly rumps straddle fences. Then there's the Persil ad where a group of castaways get closer to nature than they intended when their only outfits are whipped off the washing line. It's a far cry from whiter-than-white housewives displaying their whiter-than-whites.
Bum-related ideas are also big. Mother is perhaps responsible for lowering the tone with its Vindaloo Supernoodles spot, featuring men on the throne, with the Ring of Fire soundtrack. Rainey Kelly Campbell Roalfe/Y&R too has opted for fart gags in its work for the Energy Trust.
But the most cracking ad in the butt category is Fallon's latest for Lee Jeans. It features a bunch of arses driving around Canada in search of jeans. These are eloquent derrieres mind you, which stop to politely ask people for directions. (Interestingly, despite their peachy appearance, most of the buttocks belong to men. It turned out that they were better at clenching their lumbar regions than women).
There is no doubt that such ads are attention-grabbing and perhaps the acres of press garnered for ads featuring nudity earlier in the year has played a role. The large naked lady in Marks & Spencer's advertising is an obvious example as is Opium, which featured the naked figure of Sophie Dahl.
Nudity in advertising is fine as long as it's not gratuitous, used in a 1950s sexist way or simply as a means of detracting from a weak or non-existent idea. Thankfully, ads at the moment seem to be using bare bums as a legitimate means of demonstrating a product, appealing to a youth audience or entertaining us with memorable work. So far, they are proving to be titillating not offensive. Let's hope it stays that way.