A risque new advert showing the explicit orgasming of married couples, gay and straight lovers, threesomes, groping grannies and dolled-up dominatrixes has been billed as one of the most shocking to air on British TV.
The ‘Come Together’ advert for the International HIV/AIDS Alliance features a mix of sexualities, races, genders and ages in the throes of passion, part of a global Valentine’s Day fundraising campaign by the charity to highlight the importance of safe sex and HIV prevention.
The 60-second advert, the first the charity has produced, will air only once, on Channel Four at 11.45pm.
The charity will also send a box of sex toys to the first £5,000 people to donate £20 to their AIDS-related causes, with a condom, a luxury feather tickler, a blindfold and lubricant.
Jo Hodges, head of the Advertising Faculty at London College of Communication called it "one of the most provocative ads I have ever seen".
She added: “Historically the advertising campaigns surrounding AIDS only appeared to target the gay community. However, the Come Together ad shows couples of every sexual orientation enjoying sex from every angle.
"This is a welcome and urgently needed departure that doesn’t feel reproachful. Instead it is an open celebration of the joys of safer sex that targets people of all different ages, sexual orientations/preferences and genders.”
Awo Ablo, Director of External Relations at the International HIV/AIDS Alliance said the advert was aimed at celebrating sex, rather than preaching the dangers. “We appreciate that this ad is risqué, but we hope it doesn’t shock or make people feel uncomfortable.
"The underlying message is vital. We have to communicate that AIDS is a very real problem for people who do not get the care and support that they need, it can mean illness, isolation and death. We need to raise awareness and funds in order to provide the services that people around the world need.”