STYLE & BEAUTY
05/29/2015 02:54 pm ET Updated Dec 06, 2017

These Jane Pain Lingerie Ads Are Not What They Seem

Unconventional lingerie marketing is everywhere these days, but a new campaign for Argentinian fashion brand Jane Pain has done it in a completely fresh way.

In the clever ads, devised by the agency Conill Saatchi & Saatchi USA, sexy optical illusions are created by placing underwear over the bend of a knee, an armpit and an elbow.

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A photo of the actual body part used accompanies the ad, along with the line, "If it can make your armpit [or knee or elbow] look sexy, imagine what it can do in the right place."

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This is not the brand's first foray into edgy advertising. Back in 2012, Jane Pain's provocative campaign featured double-take-inducing photo editing that made models appear a lot more exposed than we're used to seeing in print ads.

What do you think of the provocative campaign? Sound off below!

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