Mainstream Ads Use Porn With Mixed Results

PARIS — If sex sells, more sex should mean more sales. But Shai, the French clothing company that began using models in hardcore porn ads several months ago has discovered that racy ads don’t necessarily translate into big dollars.

Company founder Alexandre Maisetti said that the attention-grabbing campaign has done just that and little else.

The campaign, which features models engaged in hardcore sex acts on SexPacking.com — the company’s promotional site — has drawn nearly 2 million visitors from 117 countries.

"The first goal wasn't to sell directly; it was to develop notoriety," Maisetti said. "We will see next season if people like the brand."

According to Maisetti, the campaign has drummed up a lot of positive attention for the brand in France.

"A lot of people accept it," Maisetti said. "They are surprised, but not shocked."

While Shai may have succeeded in drawing attention to its new brand, many American retailers doubt that ads featuring nudity — let alone hardcore content — will take hold in the U.S.

American Apparel advertising executive Alexandra Spunt said her Los Angeles-based company probably wouldn’t choose such an overtly sexual campaign.

"It wouldn't go over very well in the States," Spunt said. "I don't disagree with combining the mediums of porn and advertising and the Internet. I just like keeping a little bit of mystery. Often that's a little bit sexier."

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Catherine Knight Stars in Latest From Brazzers

Catherine Knight stars in the latest release from Brazzers, titled "GRWM (To Fuck)."

Federal Appeals Court Vacates FTC 'Click to Cancel' Rule Pending Review

The U.S. Court of Appeals for the 8th Circuit on Tuesday vacated the Federal Trade Commission’s “click-to-cancel” rule aimed at making it easier for consumers to cancel online subscriptions, pending further review.

Elegant Angel Premieres Nicole Kitt Showcase 'Cats Eye'

Nicole Kitt gets the spotlight in a new four-part showcase release from Elegant Angel.

Private Releases 'The Love Hotel 2'

Private has released “The Love Hotel 2,” directed by Dave Menich.

Ember Fiera, Jesse Pony Headline 'TS Girls Do It Best' Sequel From TransSensual

Ember Fiera and Jesse Pony topline the sequel to “TS Girls Do It Best” from Mile High Media studio imprint TransSensual.

Khloe Kapri, Melissa Stratton Topline 'Lesbian Trainer 3' From Sweetheart Video

Khloe Kapri and Melissa Stratton headline the third volume of “Lesbian Trainer” from Mile High Media studio imprint Sweetheart Video.

FSC Drops Florida AV Lawsuit in Wake of SCOTUS Decision

A U.S. district court judge granted on Tuesday a motion by Free Speech Coalition to dismiss the trade association’s lawsuit over Florida’s age verification law, a case that had been on hold pending the Supreme Court’s recent ruling on the constitutionality of state AV laws.

Gal Ritchie Toplines Dorcel's 'Pigalle'

2025 XMAs winner Gal Ritchie stars with Clara Mia in the latest feature from Dorcel, titled “Pigalle.”

Ukrainian President Responds to Porn Legalization Petition

President Volodymyr Zelensky responded Tuesday to an OnlyFans model’s petition to decriminalize pornography in Ukraine, stating that he would wait for the legislative process to play out “in accordance with established procedure.”

Penthouse Names Sharna Beckman July's 'Pet of the Month'

Penthouse Magazine has named Australian model Sharna Beckman as Pet of the Month for July.

Show More