Sexiness for everyone

Agency Network: 
Published/Aired: 
October 2009

Description

Liaison Dangereuse is the most exclusive Online-Lingerie-Store in Germany. Their claim is "Sexinesse for everyone. Everywhere." And they really mean "everyone!"

Production: Alexander Luckowitz, M.A.R.K.13

Film advertisement created by Glow, Germany for Liaison Dangereuse, within the category: Fashion.

Advertising Agency: Glow, Berlin, Germany
Director: Til Obladen
Camera: Felix Novo de Oliveira
Cut: Carsten Eder
Set design: Sylvester Koziolek
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Highest Rated

mikeelrapido's picture

Risky, but great!

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

<---------------SexInAds------------------>

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Prof's picture

riskyyyy

Prof
Activity Score 1449
Copywriter |

Quite really.

picopalqlea's picture

weeeell, risky, yes, but It really happens, according to my friends in Dubai and Dakar. Ladies were the quibut at day time but when they get home.......

picopalqlea
Activity Score 999
ivan's picture

It's true. Victoria Secret's largest market is Saudi Arabia.

ivan
Creative Director at Ads of the World
Guest's picture

thats part of advertising...taking risks

Guest
Guest's picture

Yes VEEEERy Risky, meddling with religions .. is aking for trouble ..if I were a muslim .. I would be very offended. In a way to a certain extent (I'm Catholic),I too feel offended in a way because the way I like my religion respected ... I would like to see that other reigions are also respected .. so do not be surprised, as this company is asking for trouble in my opinion!!!

Charles

Guest
Guest's picture

Good.

Guest
Wordnerd's picture

agree. the comments should get funny though

Wordnerd
Activity Score 6690
Copywriter
Guest's picture

this is truly award-winning

Guest
Guest's picture

Award wining you say! Your wife and your daughter have been penetrated from behind and they love it from as many men as they can have thats what your used to .That commercial might happen with one in a thousand muslim women who wear the barqah.BUT YOU LOVE IT BECAUSE IT DEGRADES MUSLIM WOMEN.It realy doesnt matter what you all put and say about muslim women you will never make your women have a moore beautiful and cleaner reputation.Thats why you do and say things like that just to make your selfs feel better about your women.

Guest
Guest's picture

Your problem is that you emphasize YOUR wife. It is not your buddy, she is an independent woman, who has decided to share some moments with you. She can do whatever she wants. "Clean reputation" is only a construct of your mind, not an objective measure of the value of a women. Just because she wants to be beautiful and attractive, or even because she wants to share moments with someone else, does not mean she is "degrading" herself.

Guest
Guest's picture

Our women as you put are able to do what they want to do, and are not oppressed into doing things for the men.What do you do for your women. God made all the women in the world beautiful, then why should you go and hide that beauty. Rejoyce in the female form and let it all hang out.If you are bothered mate then wear one your self.

Guest
saidukaringa's picture

No... comments
using religious concepts again for publicity....

saidukaringa
Activity Score 278
Dubai, United Arab Emirates |

Saidu Karinga
The Idiot

mikeelrapido's picture

Risky, but great!

mikeelrapido
Activity Score 1929
Copywriter at Evo S.C. |

<---------------SexInAds------------------>

http://www.facebook.com/sexinads
http://sexinads.tumblr.com

Guest's picture

That woman is a really Sex Bomb!!

Guest
Guest's picture

Much riskier if she was boarding a plane with Semtex strapped to her suspender belt.

Guest
royschellekens's picture

Great! You can only hate this for the wrong reasons. Using a religious concept to get a good message across can be a smart choice. In this case i think it is!

royschellekens
Activity Score 390
Art Director at Art Director |

http://twitter.com/royschellekens

Hate advertising? Make better ads.

CrackerJackFlash's picture

awesome

CrackerJackFlash
Activity Score 19604
Creative Director at CrackerJackFlash |

www.crackerjackflash.com

CC3's picture

Great idea, very effective

CC3
Activity Score 724
Creative Director |

---------------------
Good is the enemy of great.

mark3r's picture

Well done.

mark3r
Activity Score 1949
Art Director at Scout
silvi's picture

Very beautiful shots. Unexpected ending. Great.

silvi
Activity Score 4170
Copywriter
Sherif Hany's picture

Greetings from Egypt...

Well i have to comment professionally despite any other concept...

This is Ad. makes me confused actually...
women in our lands are not avoiding being attractive at all...and please..u shouldnt be that judgementive and i adivcie to live inside our community a little bit to know more about our culture...

these products are used normally yes as Ivan mentioned....and veil differs from nations to others..
in Gulf they may cover all their body like this

in Egypt...normal veil and the face , hands appears...and many time no veil like Europe normally an or jeans...
but i am not favoring the link the Ad showed...

we are not that Isolated...because i felt that as if she is hiding or afraid...no no no no...it is sold in public here in our malls in Cairo and in our shopping towers..

i feel a Stereotyping in here.

Sherif Hany
Activity Score 92
Producer/Director at Founder of Comrades Communications & Advertising
royschellekens's picture

I feel what you're saying. This ad indeed is a bit provocotive and generalizing but in no way offensive to any kind of people, religion or whatever. It is advertising people! Tweeking stereotypes makes the best ads! This is an example of using a stereotype to get a message across powerfully. I certainly like it!

royschellekens
Activity Score 390
Art Director at Art Director |

http://twitter.com/royschellekens

Hate advertising? Make better ads.

Guest's picture

haha... was just writing kinda the same reply. nice one.

Guest
Sherif Hany's picture

well yes u r correct...but sometimes stereotyping is like double face weaponed...
and if this ad if it is broadcasted in my lands...this would split the target between defending and offending...

but in Saudia...of course it would be banned...

but here the stereotyping is used in Europe...giving the idea of ..." oh she is hiding because her culture or religion prevents her from so "

which is of course wrong...because in Islam...it urges the woman to take mighty care of her beauty to be acceptable.....

Sherif Hany
Activity Score 92
Producer/Director at Founder of Comrades Communications & Advertising
gmint7's picture

but here the stereotyping is used in Europe...giving the idea of ..." oh she is hiding because her culture or religion prevents her from so "

> isn't it?

If i do get your point right. I think the danger with the sterotypical ad is that people might think [wearing a veil] = [is bad]. confirm on me in this one.

what do you think the would the people in Saudia wil feel, if this ad is ran there?

just curious.

gmint7
Activity Score 2673
Art Director at ad grad @ S Francisco |

:::J:::

Guest's picture

just great.

Guest
kurtberengeiger's picture

Nice. Very nice.

kurtberengeiger
Activity Score 7357
Copywriter
Guest's picture

great! I really like the idea and the concept! great work. actually I dont see any discremination in this add. all it pretty much says is that muslim women do also like sexy underwear, which is more a compliment and something all women share. to me it feels more unifying then anything else. it says. where is the difference (besides the cover on top?). I like and it works.
great job.

I think the ending could have been a tiny bit more impressive with the lady walking on the street instead of looking out of a prisonish window.

Guest
Guest's picture

love the spot
she's confident and sexy!! nice

Guest
redaroguitijani's picture

I totaly agree with Hany and Roys too!!!

You can see it differently but the claim is that every woman has her secret garden whatever she's wearing outside.

redaroguitijani
Activity Score 60
graphic designer
Guest's picture

super Idee. Tolle Umsetzug. Gratulation!

Guest
Guest's picture

Llamame llamame llamame Telecom - Pero mas compleja.

Guest
Guest's picture

Yip, cool. Like it.

Guest
Guest's picture

Very nice girl "boys" but i will not give 9/10 for Stereotyping.. this is just a OK TV ad.(5/10 note)

Guest
Guest's picture

wow... advertisers disliking stereotypes. what's next? dogs disliking wiener sausages? seriously guys, get your minds together...

Guest
Guest's picture

Sehr mutig in der heutigen Zeit!

Guest
Guest's picture

schöne Überraschung.

Guest
Guest's picture

Watch out for the Taliban.

Guest
Guest's picture

Good Job!

Guest
Guest's picture

great

Guest
Guest's picture

As I was watching I said to myself, "I get it - she's a nun." So close ...

Guest
ALaa Abofarraj's picture

I really like it and I think in KSA or this kind of places they cant understand that its compliment and they might consider it as a disrespect, but deep deep inside of them they will like it ,they like their women to be sexy 2 :),

P.S: I still think that the Islamic people won't accept it and there might be a lot of arguments about it.

ALaa Abofarraj
Activity Score 11
Photographer
Guest's picture

Agreed... clever spot. You don't know what you should actually hate... or love. Very nice model!

Guest
Guest's picture

I can't understand why people get upset at this add?
As a Muslim woman wearing a Burka I found that this ad was very good.
It shows that we are human as well under our Burkas and that we can be sexy too.
I wear nice underwear under my Burka and I like it.
Not much in the market that focuses on us women and it is nice to see that for a change.
Thumbs up for this ad and I hope more will come so to kill the stale old ways of thinking.

Guest
Guest's picture

nice one, but where the hell can I buy that shit??????

Guest
fadirahhal's picture

NO, advertising and religious things never match...

fadirahhal
Activity Score 235
Art Director at Emirates Hospital and CosmeSurge
Guest's picture

Well... not true. See the Charles Wilp ads for afri Cola and many other ads with funny nuns. And calm down.

Guest
Guest's picture

I really like the ad.
Women here in the Middle East all love to dress sexy underneath their Abaya, sexier than any European women I know (I am European).
That's why I think your line underneath the ad is a bit arrogant asuming they usually don't and only with your brand they do.
They actually wear much higher class brands, that are much sexier.

Guest
ivan's picture

That's true. Victoria Secret's biggest market isn't the USA, but Saudi Arabia.

ivan
Creative Director at Ads of the World
Guest's picture

I am a Levant Arab and I am -inheritably of course - Muslim.

I lived in the Gulf area for 12 years, 7 of which are in Saudi Arabia, 4 in Dubai and now in Bahrain since a year.

And I can confidently tell you that Gulf women ADORE sex, and they enjoy it more than any thing ever in their life.

They only think about it and they spend fortunes to beautify it and maximize its joy in hidden ways within their closed sociality.

No fine dining, no outdoor activities, no beach and desert sport, no friend parties, no high-class socialization, no social glory and even no gold or diamond would ever attract them more than sex or compensate sex for them.

To my experience with them, when a woman fancies you in bed you don’t have to offer her any further and you can ask for whatever I want in return!

I have been with western women too, and so with Arab women from different parts like the Levant area or North Africa, but nothing at all can be compared to Gulf women when it comes to loving sex.

This commercial, in reality, is NOT offending for them at all. And I am 100% sure it sells very well in Saudi Arabia.

But of course, Gulf society is a macho one. And when it comes to sexuality it is a “shame” for women to express their views!

And if any fanatic religion man (relied on by authority) turns up at any moment to make “God” curse the products of such commercial, then the products, their owners, their employees, their outlets, legal licenses, bank accounts and anyone who defend them will be banned or expelled if expatriate, and will be jailed or lashed if local.

This is the Gulf area.

BUT… it is very important to understand that Islam does NOT unify identities, cultures or lifestyles of different socialites. Actually it is so stupid to imagine that Muslim women are the same.

Veiled Muslim women in Lebanon are totally different than those in Afghanistan, and Muslim women in Saudi Arabia are nothing like those in Morocco or in Shishan, while they all are Muslim.

Cheers,

Guest
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