With another Valentine's Day behind us, PRWeek can reveal exclusively - sex still sells.
A raunchy stunt organised by youth agency Cake has proved rather too successful in generating publicity for client Virgin Megastores.
It was all in aid of Nookii, a 'grown-up boardgame for playful couples, teaching them how to seduce their partner in 30 minutes', according to account manager Jenny Hills.
What better way to sell the product than demonstrating how it works?
Which is exactly what Cake thought, and organised for a couple to play the game live in one of the window displays of Virgin Megastore on London's Oxford Street.
The attractive couple appeared in the in-store boudoir, and as the game progressed, so did their state of undress. Unfortunately it caused such an uproar - partly from customers complaining, but mostly from on-lookers obstructing the pavement - that the window display had to be withdrawn.
Diary would have been interested to see the brief given to Ministry of Fun, the company that provided the models. According to Hills, it included some of the instructions from the game, like 'kiss her neck'.
And in case anyone is worried, the couple was actually just that - a couple, and not two strangers thrust into an unusual situation.
Edited by Jennifer Whitehead.