Lynx pursues brand awareness by...hiding his ADs in plain sight - it might seem a paradox, but as the video shows, a bunch of people looking at "nothing" can generat definitely more buzz than a couple of persons looking at a billboard!
There's nothing more conventional than using sex in advertising to draw the consumer's attention - it always worked, and it always will.
Still, as you're about to discover on this container of unusual sex-themed advertising, it doesn't mean that it can't be more than unconventional with the proper creative effort - especially when the goal is to shock, create buzz and fuel controversy. And, obviously...to sell.