Whether its Rohypnol references, bondage snacks or electric eels, courting controversy seems to be the new black in advertising fashion.

Topless women tugging cows udders with milk spraying onto their faces is bound to cause controversy - precisely the intention behind this music video for Prodigy's track, 'Baby's Got a Temper', directed by Traktor.

References to date-rape drug Rohypnol have already been severely criticised in the global press for turning a grave issue into some sort of sick male fantasy and the video has encouraged a similar response.

Prodigy's Liam Howlett, argues that the idea for the video came to him in a dream that he had one night involving the band performing to a live audience of cows.

He claims that the drug references refer only to his personal experience of Rohypnol, which he uses as a downer, and is nothing more insidious than that. A hard pill to swallow for some, with lyrics like "We take Rohypnol, we love Rohypnol" and "This baby's got a temper/You'll never tame her."

Traktor shot the video in a weird Eastern European wasteland location on the outskirts of Prague, which was turned into a fun fair for filming. However, MTV2 will be the only TV channel to show the video.

Traktor can also be credited with directing the latest Pot Noodle ad called 'Slag of all snacks' that has already been pulled off-air until 9pm daily, after the ITC received over 60 angry letters, mostly taking offence at the use of the word 'slag'.

A man seeks out a Pot Noodle as an illicit pleasure in a red light district as part of the latest £4.5m campaign from HHCL & Partners. He eventually finds a woman willing to give him what he wants. She takes him into the back room, where they devour a Pot Noodle together.

Alan Young, creative director at HHCL and Partners, says: "I'm as proud of this as anything we've ever produced. Creatively, it puts the Pot Noodle brand back where it belongs, right on the top shelf," which says it all.

Another ad that's garnered plenty of national press coverage and received over 100 letters of complaint to the ITC from irate parents is Publicis' 'Shoks' ad for Hula Hoops, depicting electric eels slithering from a loo and up people's legs.

Apparently, the ad had fuelled children's nightmares as well making them afraid to use the bathroom. The ITC has now banned the ad from being screened before 7.30pm.

As well as burning up the awards shows in the US-earning a silver medal from the Art Directors Club, the release of the spot, 'Tourists' has been shrouded in controversy.

Featuring footage of real New Yorkers talking about how much better the city is since September 11, the client, Citizens Against Terrorism, was accused of being a phoney client, because the spot was entered with production company Hungry Man listed as the agency.

The confusion lay in the fact that Citizens Against Terrorism, a group of New York creative gurus, was formed by Hungry Man director, Bryan Buckley in 1993 following the first bombing of the World Trade Centre.

Making it their business to build the spirit of New York by using their advertising contacts to produce work for the city, the group's first work was to plaster the city in 10,000 posters celebrating New York. It was a response to the first bombing in 1993.

BBDO/New York creative director, Gerry Graf, who created the spot with Bryan Buckley, said 'Tourists' was an idea he had while working on BBDO's 'New York Miracle' campaign.

He and Buckley shot it and Buckley convinced a client of his who had some extra air time to donate the time to run 'Tourists' as a spot.

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