The renowned Parisian lingerie brand Aubade reached a landmark anniversary this month, but whether you feel like celebrating probably depends on your gender.
For women, the 20th anniversary of Aubade’s ‘Lessons In Seduction’ advertising campaign marks 20 years of teasing, tempting and generally toying with your partners in the name of fun. For men, it’s been 20 years of sheer torment, marked by bouts of pleading, whining and drooling uncontrollably.
Such is the power of a well-executed seduction, and such is the undeniable impact of Aubade’s classy, sassy and sometimes oblique “lessons” to its customers.
The formula for the black-and-white portrait series hasn’t changed since it debuted in 1993, when the inaugural Aubade lesson encouraged women to “offer him something a little intoxicating“. The company adds new batches of images and advice every year, and now has a catalogue of 128 lessons, including five new ones this season from famed French photographer Hervé Lewis.
To celebrate the anniversary, Aubade last month took out billboards around Paris (above) to display some of Lewis’s new, highly erotic images.
There’s also a contest that invites fans to contribute their tips on seduction (entries close Dec. 12), with the winner getting a poster-sized print. And finally, Aubade has created a special ‘Anniversary Tanga‘ — its signature style, and shown below in the December photo.
This year also marks the 15th anniversary of another cherished part of Aubade’s corporate branding and marketing — its annual calendar. The 2013 version is shown below and, as always, is given to customers who make a purchase in one of the company’s retail stores.
And how long will Aubade keep its Lessons series going? Probably until we’ve all learned every trick in the book when it comes to seduction. In other words, don’t expect this enduring conversation-starter to disappear anytime soon.