Coco De Mer, the sex shop chain founded by Sam Roddick, the
daughter of the Body Shop pioneer Anita Roddick, is courting controversy
with images of people having orgasms in its debut campaign through
Saatchi & Saatchi.
The 11 "orgasm" posters and print ads were shot by Frank Budgen and lay
bare the participants' faces at the point of climax. A second series of
shots shows images of objects photographed to resemble vaginas.
An ASA spokeswoman said: "The British Codes of Advertising and Sales
Promotion are quite clear: no ad should cause serious or widespread
offence. The ASA will investigate any complaints it may receive about
The agency said the campaign, which includes posters, online executions
and sales promotional work, is designed to communicate the store to a
broad audience and aims to show the creative and sensual side of the
The orgasm ads were art directed by Adam Scholes and Michael Long and
written by Hugh Todd and Anna Toosey. The vagina images were
photographed by Giblin & James, art directed by Michael Long and written
by Anna Toosey.
The campaign breaks on 22 November to coincide with Coco De Mer's first
store opening in Covent Garden.