The last fashion in luxury advertising is the provocation. The companies use sex or drugs like an provocation or scandal in the society. Normally is only an strategy for appear in social networks, press and TV for free.
Is a easy way for create controversy and make everybody speak about your campaign and your brand, but it can backfire. Is easy and cheap create the campaign but then you must spend too much money in Public Relations for put in a good way.
Examples of this strategy is Calvin Klein or DOLCE GABBANA (Picture), but in my opinion I can understand that luxury sometimes do not accept creativity or crazy ideas, but is always better way for advertising than the provocation that can make your customers hate you, and this is too difficult to fix.
Mr. Luxury “Luxury is unique”