Headline: "What you can´t see is all you want to see."
It's such a simple trick, but it does turns the usual boring beauty shot lingerie campaign into something provocative.
Jane Pain is a high-end Spanish brand of lingerie, bathing suits, and accessories.
The photography is by Natasha Ygel.
The campaign won the 2012 Lapiz de Oro, Argentina's highest advertising prize, and the Gran Prix de Bronce Clarín.
What do think? Creative? Or cringe-inducing?