Does sex sell sex?

Recently, our mate Gracchii pointed us in the direction of an article claiming to prove that sex doesn't sell. Now, I can't be bothered to tear the research apart (it seems almost mean to break something so flimsy) but it did get me thinking...

Presumably, the reason researchers seek to test the "sex sells" assertion, is because it's so ubiquitous in advertising that it's a great scalp to claim, and because intelligent people feel insulted that sex is used in so many ads where it's irrelevant to to the product. So what about the occasions when it is relevant? Does sex sell sex?

OK, so your average pimp doesn't do much advertising. But if those cards in phone boxes are anything to go by, they don't stray far from using sex as the main hook. But are they effective ads? I'd love to test them against a humour-based execution!

Then, at the weekend, I thought about condoms. Not for too long mind, but it's hard not to when you find this in a dusty loft:

Condoms are probably the closest product to sex that gets advertised. But it doesn't look like Durex used sex to sell condoms in the early 80's, does it? Looks like a product that prevents dancing-while-smiling accidents.

Off the top of my head, I can only recall two recent condom campaigns. The first is the brilliant Trojan Games for Trojan Condoms (watch the video highlights). And the second is the really rather crap The Pants Whisperer for Durex. And the thing is, both attempted to use humour over and above sex (the former succeeding, the latter failing abjectly).

Why is this? Is it because by the time you're in the market for some French letters, you're pretty much certain you're going to get some action, so the promise of sex isn't motivating?

I don't know. I just thought it was interesting. Anyone out there got any examples of sex selling sex? Or condoms? Perhaps someone can produce evidence that blasts my embryonic little theory out of the waters?