A bikini wax and a peeing contest whet the appetite for sushi


Sushishop claims to be Europe’s biggest sushi delivery company, but that’s no excuse for what follows.

It’s a collision of quirky French advertising and Japanese reality TV culture, and it’s not for the fainthearted.

In the first ad, two contestants are given a vicious bikini wax, after which viewers are treated to a look at the by-product. In the second, three men pee into a fan, with predictable results. At least they get to wear goggles.

The cringe-making campaign, created by independent Paris agency La Force, is more than enough to put you off your sashimi rolls.

The idea is that Sushishop has imported only the best from Japan over the last 20 years, so it’s earned the right to abandon good taste.


MAA creative scale: a 2 or an 8, depending on how squeamish you are. May La Force be with you.

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.