Sex sells. Here’s why: provocative images designed to elicit sexual responses - whether to shock or appeal to repressed sexual desires - work as long as people desire romance, intimacy, eroticism, attraction, love, and all the feelings they involve. Sex evokes a hardwired emotional response that is linked to species survival. We can’t help that we are instinctively drawn to it because emotional information has a way of piercing our perceptual fields by rising above other environmental information trying to get our attention. So by appealing to our sexual emotions, advertisers attempt to get our attention and show how their products help meet those desires.

Common themes adhere to the “Buy this, get this” formula, and some sexual positioning strategies include: If you buy our product, (1) you’ll be more sexually attractive, (2) have more or better sex, or (3) just feel sexier for your own sake.

For example, the “Axe Effect”:

This commercial’s message to males: Women will temporarily lose their sense of decorum around men who use Axe products because it smells good and makes men sexy.

There’s no substantive evidence that proves whatever chemicals used to make Axe’s scented personal care products actually stimulate sexual responses from women. But, in general, the olfactory is strongest in women than in males and woman are, therefore, more sensitive and reactive to smells. Axe gives deodorant, body spray, and shower gel - what would otherwise be nameless household staples - a whole new significance for men. Both women and men mist themselves with perfume/cologne for sexual and sensual confidence - usually to attract members of the opposite sex - and this campaign exploits that motivation.

And there are sexually provocative ads that don’t even bare skin; just simply having the word “SEX” in the ad is effective enough to grab and hold attention.

The new Sobieski “Truth in Vodka” marketing campaign attempts to dispel the ridiculous marketing claims of competing vodkas i.e. this vodka will make you the life of the party, or that vodka will get you laid. Instead Sobieski aims to market the quality and taste of its vodka without using the gimmicks that generally prevail in alcohol ads. But by using the word “SEX” in its ad, Sobieski is still playing the same dirty game its competitors are playing.

Here’s why: Word activation studies show that there are certain key words that instantaneously trigger a reaction in our brains. “Sex” is one of those words, whose use in an ad makes the tactic a cheap and thoughtless strategy to get and hold attention. The use of the word is an easy way to attract attention, but consumers (generally) are too smart for it. Unless sexuality is relevant to the brand strategy or the product, exploiting the word “SEX” demonstrates a lack of creativity and class.

A brand where sexuality is obviously relevant is Victoria’s Secret. Victoria’s Secret’s has carefully crafted a sexually-sophisticated image. Women who want to be associated with that image, either for their own pleasure or for that of someone else, willingly pay for it.

Here’s an ad infused with sexuality that I DO like, but whose product may not be sexually relevant:

The commercial is illustrative of that vicarious after club/after drinking scene between two strangers who share an immense mutual sexual attraction. If you’ve been there done that, or even if not, this commercial tingles your senses. And does it sell the jeans? If anything, the commercial certainly sells an emotion, which it associates the Levi’s brand with. The message is “Wear these jeans and you’ll feel sexy and adventurous”. Not a bad way to think of your jeans, especially if you’re the type of person who’s confidence is defined by what you wear.

Another example of “sexy jeans” is Calvin Klein. CK affiliates his brand image with sexuality and has always claimed “Jeans are about Sex”. For well over 30 years, sex in one form or another, has been a mainstay in Calvin Klein fragrance, fashion, underwear, and accessory ads. Even though the apparel and style is, in my opinion, nothing worth noting, the sexual image of the brand is what gives it allure.

Similarly, Abercrombie & Fitch publishes controversial catalogs that reveal more nudity than the season’s assortment, illustrating the fact that the retailer sells a brand identity, which then sells its clothes. Closed windows in Abercrombie’s mall storefronts create an intrigue and a sense of exclusivity that draws customers in, even though their assortment is hardly identifiable without the Abercombie label on it.

So I like sexy ads, and if anything there isn’t enough of it in the States (damn our Puritanic roots! - The Levi’s commercial was a product of London). If a brand wants to associate themselves with sexuality and their product is relevant, I’ll like it as long as it’s done with taste. And what I mean by a tasteful sexy ad is one that is more sexually suggestive than sexually explicit. No exposed skin necessary, just a storyline that allows the audience to discern the sexuality themselves and leaves something to the imagination. And because the audience is smart and generally desires a degree of romance, intimacy, and love, they’ll understand the message. But if sex is used merely to draw attention to a product that has no relevance to sex, then long-term success is not likely.

This next one shows a lot more skin and is more than just suggestive; it’s blatantly throwing the message SEX + BEER = GROUP SEX in our faces.

No class but a weak attempt at humor.

Axe Commercials:
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Sobieski Ad: “Truth in Vodka”
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Levi’s Ad: “Secret and Lies”
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Guinness Commercial:
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