An award-winning advert for Lynx deodorant, which features copulating frogs, has been banned from British TV and will now make its debut on the internet.
The 30-second commercial, which also shows an old man bedding a younger woman before being buried and eaten by worms, has been screened all over the world but was considered too shocking for viewers.
The campaign, evocative of the "no-sex-we-are-British" notion, centres on the Lynx "effect" that has been the theme of the adverts for the men's deoderant, and won a top award at the Cannes advertising festival this year.
But the broadcast advertising clearance centre, which vets all TV advertising before it can go on air in the UK, ruled the advert was gratuitously shocking and denied it a licence.
Instead, the film will appear on the internet and at cinemas.
The commercial shows a man spraying himself with deodorant before a night on the town.
As he sits in a bar, surrounded by beautiful women, he is bitten by a mosquito, which flies away only to be eaten by a frog which is then seen copulating to disco music.
It then shows a rich old man about to be seduced by a glamorous young woman but it leaves the viewers in no doubt as to his destiny when the cameras pan to a coffin being lowered into the ground, then being set on by a hungry worm.
The campaign is designed to promote Lynx's longer lasting deodorant and will appear on sites popular with men in the target 15-34 age range, such as FHM.com, Maxim.co.uk and ITV Football.
But in an effort to combat what has been dubbed "pop up rage", Lynx owner will use new technology to ensure users only see the advert once during a session on the internet.
Web agency Zentropy Partners, which organised the campaign, is using a device that identifies surfers who have already seen the advert and ensures they will not be shown it again.
It is the first time such a high-profile advertising campaign has had its debut on the internet, although the move is not completely unprecedented.
French Connection put its ads on a specially designed website last year after the BACC ruled they were too raunchy for TV.
The "Lynx effect" campaign has has won dozens of creative plaudits and turned around the fortunes of a brand once considered hugely naff.
