Saatchis campaign illustrates power of sex for Coco de Mer

A building split in two by an earthquake features in Saatchi & Saatchi's latest press and poster campaign for the erotic shop Coco de Mer in a tongue-in-cheek portrayal of the power of good sex.

The campaign aims to make the subject of sex more approachable and accessible through the use of humour.

"The ads have a truly fresh feel to them, different from anything else in the category," Tony Granger, the executive creative director at Saatchis, said.

The first ad, called "earthquake", shows houses damaged by a natural disaster. The second, called "crucifix", shows the head of a wrought-iron bed with the stain of an absent crucifix above it.

"Saatchis has done a fabulous job dramatising our belief that sex is part of everyday life," Sam Roddick, the co-founder of Coco de Mer, said.

The ads will run outdoor and in titles such as SnowBoard UK Magazine.

"Earthquake" was art directed by Ian Gabaldoni and written by Richard Baynham. "Crucifix" was written by Amber Logan and art directed by Graham Lang. Media planning and buying was by Saatchis.