Is it Possible to Have Too Much Sex?

In your advertising campaign, that is.

There is always some sort of deliciously scandalous marketing campaign getting attention, but it seems like there has been a stronger concentration as of late.

The ever-looking-for-controversy Hardee’s/Carl’s Jr. practically got on the map due to their Paris Hilton homage campaign. This time they are showing a flat-butted teacher gyrating on her desk…and then acting surprised when some people don’t agree it’s just some harmless fun? Please note that they have already pledged to alter the spot.

Then there’s the Tom Ford print campaign. The below image is just one piece (more racy product placements found here – WARNING: There is partial nudity, not necessarily acceptable for work). To me, sexy is not the same as contrived and skanky – but I know that is not always in line with popular opinion: your thoughts?

And who can forget Puff – P – er just Diddy in all this hot mess? His newest commercial for the “Unforgivable Woman” perfume line was deemed “too sexy for TV.” The full “sexy Diddy” (oxymoron if I ever heard one) commercial is honestly not that bad. Have you seen some of the music videos out and played at night on MTV – or other channels that actually still play music videos?

Personally, I think the spot is quite uninspired, distinctly non-sensual, and certainly not catered to women – are they trying to get men to buy this perfume for their ladies? Not sure if that’s the way to go.

These three “sexy” marketing examples I don’t think hit the right spot. They don’t do enough to relate to the brand or product, nor make me go “ooh and ahh.” That being said, I have to return to my old “No Press is the Only Bad Press” ideal. Causing controversy works to get our attention – but does it build brand equity?

It can, as in the example of Dove’s “Pro Age” campaigns. The PR from not being able to show older women posing nude in “real” bodies sent a wave of sympathy and support Dove’s way.

But be warned! There is a fine line and dangerous game at work here. Take the first example with Carl’s Jr. – If getting ads banned is the only way to remind people you are still in business, there will come a point where you just won’t be able to outdo yourself anymore.

If you want to be sexy, you need two things: variety and subtlety. Humor can be the wild card (especially at an innuendo extreme like this) – but funny ads are another post altogether so back on topic now:

Calvin Klein has remained sexy for 25 years because they found the perfect balance between these two key distinctions. How many other brands can claim that? Calvin Klein advertisements have included everything from gentle (now considered almost classic) sensuality…

to bordering on the pornographic…

Sometimes the variety of being subtle is going overboard, but knowing when to reign it all back in. Only after you fully understand the rules should you purposefully break them.

What are your thoughts: Are they all fine – art, in a way, to which people are oversensitive? Are they all smut – ruining our children and desensitizing our culture?

Or most importantly: do any of them make you want to buy things?