Lord Norman Foster’s pickle-shaped 30 St. Mary Axe building in London, widely known as “the gherkin,” has been featured in an advertisement for a UK chemist that sells erectile dysfunction pills at £6 a pop. The print ad for Lloyds Pharmacy features the interrogative headline “Lost the perk-in your gherkin,” illustrated with a photo-shopped image of a drooping 30 St Mary Axe. The ad goes on to exhort readers not to “let a hard day stop a hard night.”
The London headquarters of insurance giant Swiss Re at 30 St Mary Axe, known locally as “the Gherkin,” was scheduled to take its true form, today—a giant green pickle—thanks to Jackpot Joy, a British online gambling site, which promised last month to light up Sir Norman Foster’s iconic skyscraper with a digital projection. The foodie facelift called for wrapping the 41-story tower in a special non-reflective film requiring a crew of ten and around 900 man-hours. With no news that the tower is actually glowing, the stunt appears to have been too large a gamble. The jokesters, however, last year successfully sent a 60-foot rubber duck down the Thames. It appears this is strike two for recladding the tower after a campaign to transform it into a penguin went nowhere as well.