Cottrell insists there's nothing risky about the ad. "It's aimed at people 18-35, who earn a decent salary and read magazines like Men's Health and Cosmopolitan." Elsewhere in the campaign (see the PDF), the "biltong spanking" ad is "fairly risky" for this client, from a strictly pushing-the-fashion-envelope perspective, Cottrell says, and it will run only internationally. "In this ad, we've turned fashion S&M on its head, as our hot guy is spanking the girl, who is obviously enjoying it, with biltong." Come again? "Biltong is a dried meat delicacy unique to South Africa." Similarly, "Inkomasi is a thick, sour South African milk," he explains, and it's presumably the last liquid you'd pour on yourself in an effort to be sensual, even if you're a Pam Anderson clone. Finally, in a fairly straightforward fashion parody, "the 'Guess guy' on a horse is now our Old Khaki guy on an ostrich."