The campaign started out as a press execution, but media agency Rocket, led by strategy director Donna Glanvill, thought that TV should be the lead media. This led Australian creative agency, The Glue Society, and photographer Mario Sorrenti to collaborate, shooting two films, each of which has been edited into three 10-second executions with a "before", "middle" and "after" story.
The first film, "knife fight" opens with a woman standing in Intimates underwear picking up and putting down knives in a kitchen. The "middle" spot shows two women having a naked knife fight, while the "after" shows a woman cleaning the kitchen floor in "afterwear", a new range that Elle Macpherson Intimates is launching, which features a camisole top and a slip.
The second TV film, also broken up into three parts, is called "piano man". Only the "before" and "after" will be shown on TV because the "middle" features nudity and is deemed too risque for UK TV.
The most risque scenes can be viewed here
The campaign drew complaints when it first aired in Australia and in March this year the Advertising Standards Authority banned an Intimates press ad after complaints that it depicted masturbation. The latest campaign has a post-9pm screening ruling from the BACC.
Press ads will run in Vogue, Elle and Glamour. TV ads will run on Channel 4 and Five and will debut during Channel 4's 'Nip/Tuck' tomorrow running.
The brand's banned press ad in Vogue earlier this year was voted one of Campaign's best in its Book of Lists 2003. Inspired by Alfred Hitchcock's 'Rear Window', the ad depicts an image framed as though seen through a keyhole of the torso and thighs of a woman wearing bra and knickers.
The woman's thumbs were inside her knickers and her fingers were resting on her thigh and crotch. A member of the public complained that the ad was offensive because it suggested that the model was masturbating.
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