Selling bikinis is by nature a provocative industry. They're selling underwear that you can get wet, for god's sake, so the chances of seeing some cleavage are higher than if you were selling, say, nautical sweaters. But where can advertisers draw the line between "this swimsuit will make you look hot" and "look at these butt cheeks but also swimsuits"?
I think we may have happened upon proverbial line between advertisement and soft core with Roxy's new ad campaign. The simply sumptuous shots of a girl and her perky ass getting out of bed, caressing various electronics and eventually getting on a (slowly) waxed surfboard don't really encourage the viewer to buy Roxy products as much as they do encourage people to ogle at some skin. But putting tits and ass next to consumer products isn't anything new.