"Lenovelle One Step: The One." -- by UK Agency Milk

UK moms reportedly have their panties all in a bunch because of an over-the-counter morning after pill, Levonelle One Step, that positions itself as "The One."

See ad here. It kinda reminded us of the French AIDS ones except less raunchy -- although there were a few Kodak moments, like when the condom splits over the heads of the sleeping couple, and grinning sperm fly out like a harmless school of fish.

The tagline is simply "Levonelle One Step. The One" -- which some huffy parents argue "trivialises a very important issue" (she means pregnancy).

But isn't it more trivializing to pretend like accidents don't happen? We've been a-shopping for Plan B more than once; and while we'd hardly call it a dignifying experience, it's still smarter than waiting to see what the luck of the draw has in store.

Let's face it: most of us aren't looking for "the one," per se; we're looking to not get screwed over by Life, which has occasionally been known to wield a steel spiked ass-paddle.

Work by Milk, which is happily -- we imagine -- lapping all this negative attention up. Production company Brand New School is responsible for the animation, which it hoped would be "empathetic, feminine and sophisticated" while still "imperfect, a little rough around the edges." Pretty work; the music drives us a wee bit batty though.

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