ZTT co-founder
Paul Morley mapped out the marketing campaign fashioned as a "strategic assault on pop". Morley opted to tackle the biggest possible themes in the band's singles ("sex, war, religion"), of which "Relax" would be the first, and emphasised the shock impact of Johnson and Rutherford's open
homosexuality in the packaging and music videos. Morley intentionally courted scandal with the promotion of "Relax". ZTT initiated the ad campaign for "Relax" with two quarter-page ads in the British music press. The first ad featured images of Rutherford in a sailor cap and a leather vest, and Johnson with a shaved head and rubber gloves. The images were accompanied by the phrase "ALL THE NICE BOYS LOVE SEA MEN", a pun on the
music hall song "
Ship Ahoy! (All the Nice Girls Love a Sailor)". It declared "Frankie Goes to Hollywood are coming ... making
Duran Duran lick the shit off their shoes ... Nineteen inches that must be taken always." The second ad promised "theories of bliss, a history of Liverpool from 1963 to 1983, a guide to Amsterdam bars". When the single was released in November 1983, the initial progress of "Relax" on the
UK Top 75 was sluggish. First charting at no. 67, it had progressed only to no. 35 by its seventh week on the chart, even having fallen back slightly during that time. But then on Thursday 5 January 1984, Frankie Goes to Hollywood were shown performing "Relax" on the BBC flagship television chart show,
Top of the Pops. The following week it soared to no. 6. On 11 January 1984,
Radio 1 disc jockey Mike Read expressed on air his distaste for both the record's suggestive sleeve (designed by
Anne Yvonne Gilbert) and its lyric, which centred on the oft-repeated "Relax, don't do it/ When you want to suck, chew it/ Relax, don't do it/ When you want to come." In support of their disc jockey, BBC Radio banned the single from its shows a reported two days later (although certain prominent night-time BBC shows – including those of
Kid Jensen and
John Peel – continued to play the record, as they saw fit, during 1984). The ban became an embarrassment for the BBC, especially given that UK commercial radio and television stations were still playing the song. Later in 1984 the ban was lifted and "Relax" featured on the
Christmas Day edition of
Top of the Pops. ==Music videos==