Mates Condoms has turned to the internet to launch a risque viral film set in a fetish hotel, promoting the effects of its new stimulating gel on sexual prowess.

The ad would almost certainly have run into regulatory hurdles from bodies such as the Broadcast Advertising Clearance Centre and the consumer complaint body the Advertising Standards Authority if it had been submitted as a UK television commercial.

The internet is increasingly being used by marketers to seed risque ad content at low cost to a mass audience to create brand buzz.

The ad features four couples in various fetish scenarios - a leather clad dominatrix, whipped cream and strawberries, a doctor and nurse pairing and a couple in rabbit costumes - who are put off their activities by noisy sex from a room down the hall.

The fetish couples gather in the hallway to check out the room with all the noise. A man in a towel answers and then goes back to his partner. The film, developed by ad agency Claydon Heeley Jones Mason, ends with the line "What turns you on?" and an image of the new Mates Intensify Stimulating Gel.

The viral is being sent to 100,000 UK consumers aged between 25 and 35 years old. It is the second viral film that CHJM has created for the company since picking up £7m of business in the UK and France at the beginning of 2006.

The first ad promoted the launch of the Mates Vibrating Condom Ring. Both products have been launched under the Intensify brand and mark the extension of the Mates range beyond condoms by parent firm Ansell Healthcare .

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