"What you can't see is all you want to see," reads the copy on these Jane Pain ads. Can you even tell that what's being sold here? Jane Pain is a high-end Spanish brand of lingerie, bathing suits, and accessories. These images aren't technically NSFW — the women are sliced up so that you don't actually see a vulva — but the overt message is "look at my genitalia!"

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Combine that with the fact that these ladies are spread out in supine positions — submissive, passive body language — and shot from slightly above (the power position) — and well, ick. The ads do grab your attention, however! Which is why the campaign won the 2012 Lapiz de Oro, Argentina's highest advertising prize. (Photography by Natasha Ygel.)

[Copyranter/Buzzfeed]