Video: Coco de Mer Partners With Fashion Photographer for X-Rated Ad

May 22, 2015 3:24 PM PST

UNITED KINGDOM — High-end erotic retailer Coco de Mer has released an x-rated advertising campaign in the form of a short film, called “X,” which was directed by renowned photographer/director Rankin. reports that the spot, which conceived by Walter Campbell, creative director at TBWA\London, will run online and in cinemas.

Rankin told Campaign that consumers have become too smart for traditional advertising.

"Doing something like this is about creating an experience,” he said. “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 added, "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.”

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