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Liaison Dangereuse: Sexiness for everyone

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

Advertising Agency: Glow, Berlin, Germany
Production: Alexander Luckowitz, M.A.R.K.13
Director: Til Obladen
Camera: Felix Novo de Oliveira
Cut: Carsten Eder
Set design: Sylvester Koziolek
Aired: October 2009

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72 comments

Prof's picture
Prof
1453 pencils

riskyyyy

Quite really.

picopalqlea's picture
picopalqlea
999 pencils

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.......

ivan's picture
ivan

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

Ivan Raszl, admin of AotW

Guest's picture
Guest

thats part of advertising...taking risks

Guest's picture
Guest

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's picture
Guest

Good.

Wordnerd's picture
Wordnerd
6662 pencils

agree. the comments should get funny though

Guest's picture
Guest

this is truly award-winning

Guest's picture
Guest

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's picture
Guest

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's picture
Guest

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.

saidukaringa's picture
saidukaringa
273 pencils

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

Saidu Karinga
The Idiot

http://saidukaringa.yolasite.com/

mikeelrapido's picture
mikeelrapido
1929 pencils

Risky, but great!

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

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

Guest's picture
Guest

That woman is a really Sex Bomb!!

Guest's picture
Guest

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

royschellekens's picture
royschellekens
390 pencils

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!

http://twitter.com/royschellekens

Hate advertising? Make better ads.

CC3's picture
CC3
734 pencils

Great idea, very effective

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

mark3r's picture
mark3r
1940 pencils

Well done.

:::MARK3R:::

silvi's picture
silvi
4172 pencils

Very beautiful shots. Unexpected ending. Great.

Sherif Hany's picture
Sherif Hany
92 pencils

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.

royschellekens's picture
royschellekens
390 pencils

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!

http://twitter.com/royschellekens

Hate advertising? Make better ads.

Guest's picture
Guest

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

Sherif Hany's picture
Sherif Hany
92 pencils

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.....

gmint7's picture
gmint7
2685 pencils

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.

:::J:::

Guest's picture
Guest

just great.

kgeiger's picture
kgeiger
7090 pencils

Nice. Very nice.

Guest's picture
Guest

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's picture
Guest

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

redaroguitijani's picture
redaroguitijani
62 pencils

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.

Guest's picture
Guest

super Idee. Tolle Umsetzug. Gratulation!

Guest's picture
Guest

Llamame llamame llamame Telecom - Pero mas compleja.

Guest's picture
Guest

Yip, cool. Like it.

Guest's picture
Guest

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

Guest's picture
Guest

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

Guest's picture
Guest

Sehr mutig in der heutigen Zeit!

Guest's picture
Guest

schöne Überraschung.

Guest's picture
Guest

Watch out for the Taliban.

Guest's picture
Guest

Good Job!

Guest's picture
Guest

great

Guest's picture
Guest

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

ALaa Abofarraj's picture
ALaa Abofarraj
11 pencils

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.

Guest's picture
Guest

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

Guest's picture
Guest

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's picture
Guest

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

fadirahhal's picture
fadirahhal
235 pencils

NO, advertising and religious things never match...

Guest's picture
Guest

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

Guest's picture
Guest

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.

ivan's picture
ivan

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

Ivan Raszl, admin of AotW

Guest's picture
Guest

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's picture
Guest

Your comments show some kind of ignorance, you are generalizing and exaggerating to prove your point. You can't say women adore sex and beautify themselves only for that. I dress up all the time, wear makeup do my hair wear nice clothes but not to have sex or get a guy's attention. I just do it for myself and the fact that it's just the way girls dress in my community.

Your comments are indirectly saying gulf women are obsessed with sex. There might be some who are, but that's definitely not a generalization you can use.

Don't state something as a fact when it's just your opinion. If you live 50 years in bahrain, dubai or whatever gulf country it'll be quite difficult for you to understand how women think/behave unless you're a part of that circle, it's just not as simple as you put it.

AmOgodzzz's picture
AmOgodzzz
826 pencils

Hell, in that case I'm booking a trip to the Gulf immediately. Who's with me?
I'll endure a ban on booze and atheism (my favorite pastimes) if I can find women who just want good sex and don't ask for anything else.

Guest's picture
Guest

awesome execution..... well-done.. :)

Guest's picture
Guest

Why anayalize so much..that ad is fucking gud.

Guest's picture
Guest

I'm so jealous.

I've been trying to come up with a great concept using a hot naked woman for years!

gmint7's picture
gmint7
2685 pencils

new stuff on screen.

concept is soso, didn't get what they are selling "everyone can be sexy" after "they wear LD and a veil?", causing "everyone can be assumed sexy inside the veil" = wrong logic.

but the meaning and the heart of the idea is well intended.

also glad that majority people are happy with this.

:::J:::

Guest's picture
Guest

Hi I am Egyptian woman. I was stunned by the ad .. it is bold and new , yet it is provocative for us women ... as Arab Females a little bit scratching our intimacy... confusing as you can see. I think this ad is cool but instrumentlized women and culture. Both very senstive tools and controversial

commenting the guy who was saying, yeah i can assure this happens in dubai and the largest market is in saudi arabia.. well it seems that we are hiding something... but actually it is very natural that women take care of themselves:)))) i guess it is only provocative for you guys cuz we are covered more and the less you can see the more you imagine the more it is sexy.

picopalqlea's picture
picopalqlea
999 pencils

yeah baby you're right, less is more.

Notorious's picture
Notorious
631 pencils

LOL

SHOW US THE VA JA JA :D

outsmart me, if you can

rpawaskar's picture
rpawaskar
18 pencils

love it, very nice..........

curly's picture
curly
68 pencils

beware the director is going to be beheaded
jokes apart, this ad is typical of the white mans arrogance towards other cultures

curly's picture
curly
68 pencils

beware the director is going to be beheaded
jokes apart, this ad is typical of the white mans arrogance towards other cultures

thedeadpoet's picture
thedeadpoet
6 pencils

if i know wrong thing about you, your culture or religion but im sure i know all about it and i use that wrong thing in any media and told everyone that it is... it is not latitude of thought...it is wrogn knowledge...it is ignorance... it is bad faith... like this...

Maliheh's picture
Maliheh
79 pencils

hey guys as i loaded the video clip i was confused with the arab music and the girl's show up. when it came to end i really enjoyed the mixture of religion n sex.
i am a muslim girl and this ad reminds me of so many women who behave like that in my society and i should say those women are not welcomed in the society but still a part of our society , those who whirl around the streets to find men not to enjoy sex but making money. really this issue is to big to discuss here in comment box, but that's what i've understand in my society.
btw i really liked it ;) thumbs up man

wt da?

swamijivanutsav's picture
swamijivanutsav
122 pencils

lovely work

crazy trayzee's picture
crazy trayzee
28 pencils

i am not muslim and i am not an arab. but i have been living in bahrain for 4 years, which is an arab and muslim country.

first - though this ad is targeted towards a religion, it is more particularly targeted towards a culture.

second - what really thrills an arab man is the idea of what's underneath a woman's veil. whenever i go to the office wearing the traditional abaya (just cause i could not be bothered to go in business attire), i would have all my male arab colleagues go nuts with smiles that reach from ear to ear!

last of all - though these women do cover themselves (sometimes just the body, sometimes just the hair, or both, or even including the face and hands), they give a high note of importance on beauty and being sexy. they would spend all their money on make-up, hair styling, perfumes, lingerie, clothes, shoes, jewelry, even spas, fitness and cosmetic surgery. you name it! believe me. a few times in the salon (the only public place they would take off their abayas, because they're for women only) my jaws just drop.

so i say... this ad is in no way offensive. it is good. it has a very strong impact. and most of all... it is real! CONGRATULATIONS to this one.

gokhankurt's picture
gokhankurt
5 pencils

I'm a muslim and live in istanbul, turkey. even turkish women don't wear such as black robe, little part of them wears, but I usually seem that kind of women from pakistan and arabia. as crazy trayzee said that, I heard these kind of realistic situations and it's not risky. I really like it and say congratulations too. women love to being sexy and beautiful in their clothes.

Hiperion's picture
Hiperion
3138 pencils

Only stupid and ignorant people can hate this ad.
Free for women every part of the world.
Great jobs guys!!

Guest's picture
Guest

CLEAN AND VERY NICE.

Guest's picture
Guest

why have a ending like that using a religion to promote your things cum on guys thats bullshit realy what do we have to do an add dipping clothes in holly water for the other religion to buy aswell cum on hey the add was fine without that ending i think all this shit should just stop and for ppl to move on

Guest's picture
Guest

thats a rip off, there was a fantastic print ad a few years back where you see a woman in hijab wearing lingerie and the line was "Wear it for yourself"

Guest's picture
Guest

Holy burka, Batman!!

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