People Are Loving the Super Sultry Cover of a Classic Elvis Song in These Trojan Ads | Adweek People Are Loving the Super Sultry Cover of a Classic Elvis Song in These Trojan Ads | Adweek
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People Are Loving the Super Sultry Cover of a Classic Elvis Song in These Trojan Ads 'All Shook Up' gets shaken up

In 1957, when Elvis recorded "All Shook Up," grinding and groping was referred to as heavy petting. Today, it's called an ad campaign for adult sexual aids. To launch a trio of new lubricants, Church & Dwight's Trojan brand picked a dreamy, breathy, super-slow cover of the classic Elvis hit by the indie duo Avila. The result is a pretty darn effective set of spots from agency The Joey Company featuring couples in various stages of romantic dry humping. But it's OK, viewers, because they're married, as evidenced by the prominent wedding rings on display. (There must still be backlash against TV ads for this genre of products, or marketers might be able to skip this too-obvious prop altogether.) The attractive folks in the ads aren't the only ones getting lucky. The song shot to the top 10 on iTunes, where it's been for six weeks. It found its way into the Trojan campaign via L.A.-based music marketing and licensing firm MediaHorse, which also landed Avila's cover of "My Favorite Things" for a Victoria's Secret holiday campaign. See all the spots below.

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