London lingerie purveyor and sex toy reseller, Coco de Mer, has released a NSFW commercial that appeared online an in movie theaters in the UK. The short film, called “X,” was directed by renowned photographer/director Rankin.

Rankin told Campaign that consumers have become too smart for traditional advertising.

“Doing something like this is about creating an experience,” he said. “We’re putting it on a different level. Putting it on a level with enjoying a film. People call it content marketing but it’s just about making something people want to watch.”

Campbell added, “The erotic doesn’t get the same overt attention as everything else on the cultural menu, so we created a film to surprise, excite and most importantly, encourage people to delve that little bit deeper into their fantasies — to reignite that connection.”

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