Coco de Mer’s Valentine’s Day ad is erotic. In the film, directed by Rankin and created by his agency, The Full Service, Pamela Anderson appears to be preparing for a sexy Valentine’s Day night in with a lover – complete with sexy Coco de Mer lingerie, music, candles and rose petals sprinkled across her bed.

But the “lover” turns out to be a vibrator. And Anderson’s attitude to the most romantic day of the year is stated in the ad (whispered, actually) to be, “Fuck Valentine’s Day”.

Lucy Litwack, managing director of Coco de Mer, explained, “[the ad] is about women taking control, moving away from stereotypes and allowing each and every woman to own Valentine’s Day without worrying whether they have a partner. At the end of the day, no one knows you better than you.”

Anderson was chosen because she represents intelligence and independence as well as beauty and is in line with the Litwack’s position that “women should feel empowered and everyone should be free to experience true pleasure.” The ad is Anderson’s first project as  international brand ambassador for Coco de Mer.

“I always felt Valentine’s Day was such an insipid marketing strategy. I wanted to turn it on its head and subvert the concept,” Rankin added. 

“My vision was that some people have really shit Valentine’s Days, so why don’t we twist it and do something for lots of different kinds of people, which at the same time is a bit naughty.”

The film will run online and in stores. It had its first screening a Coco de Mer event at Annabel’s in Mayfair on February 7 and will be shown at the Sotheby’s Erotic exhibition on Valentine’s Day.

Credits:

Agency: The Full Service

Writer: Ralph Mathers.

Director: Rankin

Producers: Nick Forbes Watson & Jordan Rossi.

B-T-S Photography: Chris Fernandez