Showtime apparently tries to copy what William Masters and Virginia Johnson did for their research in 1957 with a "Masters of Sex" ad. Titled "Undress Me", the black-and-white video opens with a statement which reads, "In 1957, William Masters and Virginia Johnson began asking men and women to undress for science. In 2014, we celebrate with 20 strangers undressing each other for fun."
The 3-minute clip features strangers pairing up to undress each other. They begin with awkward introduction and small talks before stripping down to their undies, with the help of their respective partners. Many are giggling during the process, but they end up in bed together and some even proceed to kiss and cozy up.
Showtime teams up with Tatia Pilieva, who created the viral video "First Kiss" which made headlines a few months ago, for this NSFW ad. "I asked strangers to undress each other and get in bed. Nothing else. No rules," she wrote on YouTube in description of the video.
The ad is released just days before the season 2 premiere of "Masters of Sex" on Sunday, July 13 at 10 P.M. on Showtime.
Showrunner Michelle Ashford has told The Hollywood Reporter what significant struggles that Masters and Johnson will face this season. "Masters being dislocated from the hospital throws them in disarray - not even sort of, completely. He's like the king without the kingdom. He has to find a place, and that journey is very fraught for him, and it exposes many things about him that he doesn't want to look at," she says.
Ashford continues, "And Johnson also has to question the fact of it means to hitch your wagon to someone else? You're so dependent, and is that really a safe place for a woman to be, dependent on someone else? For her livelihood and her sense of meaning in her life and all of that. They're both shaken up and thrown out in the world. It's a question of where do they land and how do they land. They have to negotiate from scratch who they are to one another both personally and professionally."
The second season will feature a three-year jump in midseason. Explaining her decision to fast-forward in the middle of the season, she reveals, "I did know a little bit about where I wanted the series to end, and that was in the beginning of 1961; so our series starts in the latter part of 1958 and goes to the beginning of 1961."
Ashford admits that it "is sort of an experiment" because she wants to see "how time affects relationships." She elaborates, "Every jump is a little surprise in terms of where the character is now, and it shows you how time works on people. So that's one of the things that we tried in the middle of the season. It's enormously complicated."
"Masters of Sex" earned multiple Emmy nominations, including Outstanding Lead Actress in a Drama Series for Lizzy Caplan. Sharing her feelings for getting the honor, she tells HuffPost Canada TV, "I'm feeling pretty shocked and extremely excited. And happy. It's a lot going on in the old brain right now."