Vaseline has developed a global ad campaign called “Sea” that features shots of naked people and close-ups of skin on a scenic Iceland backdrop in attempts to appeal the product to modern consumers. So far, the ad—in its original entirety—has only been shown in the U.K., with the U.S. willing to air the ad with some adjustments (though it’s been watched on YouTube over 20,000 times).

“Sea” was created by Bartle Bogle Hegarty from New York who was pulled on to do their advertising in 2005. Steve Miles, brand director for Vaseline, was also responsible for the Axe campaign, which is owned by Unilever—the parent company of both Vaseline and Dove.

While the U.S.’s advertising guidelines are strict concerning nudity, the U.K.’s Advertising Standards Authority’s guidelines say it’s okay so long as the ad doesn’t “cause widespread offense.”

An airtime of the ad in the U.S. with the changes has not been posted yet, though Bartle Bogle will be making further changes to make it appropriate for different countries in the amount of skin that can be shown, as well as based on their respective advertising guidelines.