When your advertising features lots of naked people, condom-wrapped tennis racquets, and the liberal use of the word "rooting", you're probably hoping to generate a little bit of controversy.
In news sure to delight iconic Australian tennis shoe Volley's advertising managers, their bait was swallowed hook, line and sinker on Tuesday afternoon, by none other than the Australian Christian Lobby.
Perhaps spurred on by the beginning of the Australian Open – despite Volleys not being a sponsor, nor worn by any seeded player – the ACL's Wendy Francis, a campaigner against sexuality in advertising, tweeted her outrage about the latest campaign on Tuesday night.
In a perfect example of the way Twitter works, Ms Francis's tweet generated its own controversy.
The iconic Volley (nee Dunlop) tennis shoe – the shoe of 1976 Australian Open winner Mark Edmondson – is now sold using sex.
That means a series of photos by Marisa Taschke featuring young, tanned people in Volleys and not much else.
The company has also teamed up with condom manufacturer Ansell to promote safe "rooting".
The adverts, apparently, are about the erosion of freedom.
"The Grassroots campaign uses our voice to speak to the frustration of many young Australians who feel like, for the first time in a generation, their freedom is being eroded, instead of being advanced," global brand manager, John Szwede, told Mumbrella.