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Coco De Mer, the sex shop chain founded by Sam Roddick, the

daughter of the Body Shop pioneer Anita Roddick, is courting controversy

with images of people having orgasms in its debut campaign through

Saatchi & Saatchi.

The 11 "orgasm" posters and print ads were shot by Frank Budgen and lay

bare the participants' faces at the point of climax. A second series of

shots shows images of objects photographed to resemble vaginas.

An ASA spokeswoman said: "The British Codes of Advertising and Sales

Promotion are quite clear: no ad should cause serious or widespread

offence. The ASA will investigate any complaints it may receive about

these ads."

The agency said the campaign, which includes posters, online executions

and sales promotional work, is designed to communicate the store to a

broad audience and aims to show the creative and sensual side of the

erotic.

The orgasm ads were art directed by Adam Scholes and Michael Long and

written by Hugh Todd and Anna Toosey. The vagina images were

photographed by Giblin & James, art directed by Michael Long and written

by Anna Toosey.

The campaign breaks on 22 November to coincide with Coco De Mer's first

store opening in Covent Garden.