Claire Cozens, Wednesday June 4, 2003 The Guardian
[We know that SEX SELLS, but will explicit sex actually sell shoes? See the Puma Ad Story about the shoe industry mainstreaming porn with adult entertainment stars and themes]
Advertising watchdogs have banned a magazine advert for Patrick Cox shoes after a reader complained it appeared to depict an "act of buggery".
The advertising standards authority said the advert, which showed a semi-naked man crouching against a second man with his head between his legs, was likely to cause serious offence and ordered the company not so use it again.
Patrick Cox described the advert, which appeared in the style magazine i-D, as "colourful, fun and beautiful".
The company pointed out that both models were wearing jockstraps, which "made penetrative intercourse impossible" and were pictured in a gym.
It said the spring/summer campaign had a locker room theme and insisted i-D readers were "cutting edge, experimental, daring and creative" and would not be offended by such material.
The publisher of i-D agreed and felt the image was "less overtly sexual than other advertising in the same issue".
It said the advertisement was typical of photographer David LaChapelle, who regularly shot editorial work for i-D.
However, the ASA ruled the image was "too explicit" for younger readers, noting about 5% of i-D's readers were aged 15 to 17.
Advertising watchdogs have banned a magazine advert for Patrick Cox shoes after a reader complained it appeared to depict an "act of buggery".
