Ad of the Day: Adult Retailer Makes Probably the Craziest X-Rated Ad Yet (NSFW) Director Rankin’s best work ever? By Tim Nudd
Sex sells, particularly when you’re selling lingerie and sex toys. And now, two of Britain’s top creatives have teamed up to make one of the most extravagant erotic brand films ever—a frenetic two-and-a-half-minute film for London adult retailer Coco de Mer. TBWA\London’s Walter Campbell and renowned photographer/director Rankin provided the creative vision for the film, which packs in a huge number of sexual images and vignettes, along with some other odd imagery. It’s basically an art film with the Coco de Mer logo thrown on the end. But Campbell and Rankin are immensely proud of the spot, which will run online and in cinemas.
Rankin, whose résumé includes a ton of top-notch fashion films, tells Campaign that the ad is “definitely the best thing that I have done in film. … It has layers of meaning, and to get that in advertising is rare.” He adds: “Doing something like this is about creating an experience. We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing, but it’s just about making something people want to watch.” Campbell said: “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies—to reignite that connection.” Several other directors also worked on the film, including Vicky Lawton, Trisha Ward and David Allain. The production company was Rankin Film. Postproduction was done by MPC.