Advertising Towards Dummies is the series we have been publishing with the intent to discuss methods used in advertising, and the reasons they are used. Which inevitably brings us to today’s topic: sex in advertising. I have collected 17 sexy commercials for you – some contemporary, some from a couple years back; some visually provocative and others subliminally suggestive; some for men and some for us girls.

Nothing sells better than a flash of skin. But a sexy ad does not necessarily have to come with naked models. Often enough, it suffices to merely suggest, or imply sex, without showing it in-your-face style. It strongly depends on the age of the target group the ad or commercial is geared towards.

So lets talk about sex

This is a mature matter, but I have picked commercials your kids may have viewed (if you have kids). It’s all in the best interest of this series, since sex plays a big role in both print and TV advertising.

Lets not be hypocritical here. I remember when I first met Thumper, there was a definite physical attraction. Then I found out that he was intelligent too, which made him even more attractive to me. Seriously, I can remember looking at pictures and noticing how our bodies perfectly lined up. We are all curious about sex. Sex appeal is one of the biggest motivators – for both sexes.

Now let’s shuttle back in time when the man did the exploring and provided for his family. Often tea producers and tobacco companies used a woman on their label to attract the male to their products. In a sense, it was to remind him of his significant other. In another sense, touching on the longing for the opposite sex. Providing him with a fantasy.

Image by Joan Thewlis. Click to enlarge

It is human nature for us to be curious when it comes to sex. The phrase sex sells has been proven to be working for hundreds of years. Replicas of women carved out of wood were on signs for saloons, tonics and tobacco. As things progressed, images of women were used on packagings and even inside of packs of cigarettes. The W. Duke & Sons Company started using trading cards of sexually provocative starlets in their cigarette packagings in 1885. Within five years, the brand was the leading seller.

But let’s dive into modern advertising now.

Calvin Klein & Mark Wahlberg

As I reflect back onto advertising that caught my eye, one of the first advertisements I recall was with Mark Wahlberg. It was pasted on a city bus, and he was only wearing a pair of Calvin Klein boxers. Go figure. Here’s the corresponding TV commercial:

Lord have mercy, but if you have seen any ofthese advertising posters, you have to appreciate them. Why do I, because I appreciate a handsome man in great physical condition. Because it is normal. Not to mention my bedroom at home was plastered with New Kids On The Block posters. I loved Donnie Wahlberg and having his brother in boxers on my wall was pretty cool.

Absolut Vodka and Kayne West

This advertisement was made to inform us of the collaboration between Kayne West and Absolute Vodka. Or something like that. The artist teamed up with Absolut Vodka to make this funny commercial that gives you the powers to be Kayne. Absolut Vodka has been a sponsor for Kayne since February 2008.

And here is the next one; this time, the brand appears more clearly:

Martini & George Clooney

The ultimate man of sex appeal, George Clooney. I would even hit replay on a George Clooney ad for a cheap vodka. I don’t particularity care for the taste, but I do like George Clooney. This commercial for Martini is one of my favorites. I think you would agree if you had a choice – George or Martini – George would win hands down.

Tanqueray Gin – Playboy & Tony Sinclair

Image source

Here we have a  poster of Hugh Hefner and a couple of his playmates promoting Tanqueray Gin. The popular gin has been around since 1830 – Playboy since 1953. Tanqueray claims the popularity of this endorsement with Playboy still influences sales today.

Rodney Mason, is the actor playing jet-setting party boy Tony Sinclair, is the spokesperson for Tanqueray Gin. Tony Sinclair always has a beautiful woman on his arm and a hilarious laugh. Are you ready to Tanqueray?

Cabana Cachaca Rum Ads

Image source

Is that a tan line? Why yes, it is. Cabana Cachaca is a Brazilian Rum so why not use Brazilian bikini lines? This very provocative marketing strategy has swept the world over the last couple of years and it seems to be working well for them. This poster is mild to compared to the ones showing a clear image of the models breast.

In some major cities in the United States, Cabana Cachaca posters and billboards have been banned because of the nudity. This print ad was one of them: a woman dressed in nothing more than tan lines, a pair of stilettos, and a bottle of the alcohol brand. Here’s a Cabana Cachaca tv commercial:

Smirnoff Vodka and James Bond

Victoria’ Secret

I love Victoria’ Secret and I do purchase many of their products, and this ad is kind of cool. Sex and the recession! Victoria’s Secret is well known for their beautiful models and imagery.

For those of you who actually noticed, the above sexy commercial already portrays Victoria’s Secret’s recent logo evolvement.

Dolce & Gabbana

This commercial is one of my favorites. Dolce & Gabbana sunglasses truly give things a new perspective, according to the ad:

G.Q and Mercedes

Hugo Boss

This is an ad for the Hugo XY and XX cologne. Hugo is a brand extension of Hugo Boss and (clearly) targets a younger audience, as opposed to their other brand Boss.

Nando’s

Here we have a commercial advertising Nando’s  hamburgers. The ad is a promotion for their new Double Breasted Burger. The brand co-op with Coca Cola Zero is included as a product placement.

Milk – It does a body good

Even milk ads got in to the game. This is a video that is a couple of years old but very good.

Axe

The refreshing aroma of this deodorant makes for an interesting experience in the elevator. Plus, a list of sexy commercials wouldn’t be complete without an Axe ad.

Lynex Jet

Here Lynex Jet is promoting the airline of the future. Including the mention of an exclusive member, the mile high club. Sex appeal – fun – fantasy.

Home Depot

Yes -  even Home Depot gets in on the action. There seems to be a sale on heavy power tools, I think. Or did I get it wrong?

Need Glasses?

This commercial was broadcast in Germany a few years ago. It was before I knew Thumper but one of my friends in Munich sent it to me. Now remember this is an advertisement for eye glasses.

It has been fun writing this article and I came across more reads about sex in advertising such as this article by Daily Finance. Many nights while I was collecting the sexy commercials I was seeing squares when we went to bed. So many to watch, I could have gotten stuck on Youtube when I typed in Calvin Klein alone. Every boxer ad popped up and not just Calvin’s brand…

So what do you think – does a sexy commercial have the right to exist at all?