Coco de Mer: There's one inside everyone.
Less commented upon was Saatchi's campaign for Coco de Mer, the upscale sex boutique co-founded by Sam Roddick, daughter of Body Shop founder Anita Roddick. Likewise a Gold-winner, the print effort featured portraits, shot by director Frank Budgen, of regular people in the grip of orgasm. Now, a cinema spot breaking in London theaters brings that idea to the big screen. "If you're going to be in that category, you might as well be faithful to the category," says executive creative director David Droga. The 90-second clip, shot by Hungry Man's Scott Vincent, shows a stuffy board meeting that slowly erupts into cries of passion, one person at a time. "It takes the glamour out of sex," Droga says of the agency's work for Coco de Mer, an account he describes as a "sanity outlet" for the shop's creative department rather than a moneymaker. "Pornography puts the glamour in. We're trying to be very everyday and matter of fact about sex, which is the way it really is."
After the strong reactions to Saatchi's Club 18-30 work, however, Droga knows better than to think everyone will see it that way. "Even I'm bored with sex at this point," he laughs.