How do I explain this advert to my 7 year old? It is barely 100 yards from our front door.

Totally Calum Best MTV poster advert

Totally Calum Best MTV poster advert

If there is stuff on the news about celebrities and their relationships on the news, I can explain it as a boyfriend/girlfriend type thing without the need to discuss what they may or may get up to, but this is a bit different as there is purely about sex.

You can see more info on the MTV site. Pretty poor TV by all accounts, but why the advertising stuck in our faces?