Ren: Hard Sell Or Porn?

By Nerida Little / February 14th, 2012 in Culture / Sweden / 706 views

The latest ad from Swedish skincare company REN has gotten the internet a little hot under the collar. Celebrating its achievements thus far, the quiet little Nordic naughties have made a film with an 18+ rating attached. The film—titled Love Clean Skin and shot by Vince Squibb—is sure to gain a momentum all its own, leaving many asking the question; is it pornography?

Every human being knows the old advertising catchphrase that ‘sex sells’. So does showing two people having sex in a Swedish lake constitute pushing the boundaries of acceptable advertising practice? The film starts with a woman and a man wading into a river to the sound of Alison Krauss’s song Down To The River To Pray. They are backlit by a warm sunset and they begin to kiss and undress and eventually it becomes evident that much more is going on beneath the water.

You will definitely see their bits, but let’s not fall into the trap of how-many-bits-does-a-porno-make. There is nothing hardcore about the ad, and it is no more X-rated than anything your average arthouse film would show. It’s certainly not in poor taste like the Skittles spoof ad that was incredibly tacky (if not highly colorful). REN’s ad is tasteful and beautiful to watch.

The sensuality of this ad denies the possibility of it being porn and being more accurately described as erotica. It is a beautiful take on a natural act; two people experimenting in the great outdoors, and most importantly it is never disrespectful. Porn is hot-blooded but cold-hearted; this short film is filled with warmth. The woman’s response is absolutely perfect; sex is clean and healthy, not dirty and should be celebrated as such. It’s a positive look at sex and the fact that it fits in so neatly with the meaning of ‘ren’ in Swedish just goes to show the brilliance behind this brand’s new advertisement.