The FCUK Friction campaign has fun with the idea that this particular fragrance will have a provocative effect on people's lives. Full of raw passion, the ad campaign hones in on a literal interpretation of the perfume's name. It shows two people caught in a passionate embrace.
Shot by photographer Yu Tsai, the FCUK Friction campaign stars controversial actress Lindsay Lohan. It so happens that Tsai shot Lohan's recent Playboy pictorial as well. Although taken in 2010 for a story about relationships in Muse Magazine, FCUK bought the rights to this photo in order to use it for their current campaign. Considering all of the news headlines Lohan has been making of late, it is no surprise that some brands find her image appealing.