Zappos, the online retailer, starting a new advertising campaign featuring naked models doing everyday things like jogging, hailing a cab and playing Frisbee in public.

The campaign was created by Mullen, the company’s agency of record and part of the Interpublic Group of Companies, and is intended to highlight the company’s apparel.

According to the NY Times, the campaign follows Mullen’s last work with Zappos, which featured felt puppets whose voices were provided by real customer service calls and was made up primarily of television ads. The new campaign will feature a lot of digital ads, videos and quick response codes, as well as print ads in magazines.

“Sometimes advertisers try to do something very creative and the messaging gets lost,” said Michelle Thomas, the senior brand marketing manager at Zappos. The campaign also highlights Zappos’s focus on clothing as a ‘growth engine for the future,’ Ms. Thomas added. “Zappos has a belief that really, we can sell anything.”

The new ads shot outdoors in Manhattan locations feature naked women with ‘the shapes and curves of many, many people,’ as Zappos tries to target all people, not only tall and thin models. In July a male model should appear online to attract more female visitors.

Zappos Web counts hundreds of apparel, footwear bags and accessories brands and the company has a separate Web site, Zappos Couture, that sells higher end items from designers like Alexander McQueen and Stella McCartney. The company also features Web pages where in-house stylists put together outfits and customers can determine their style personality. The Kantar Media unit of WPP says Zappos spent $19,7 million on advertising in 2010 and $4,8 million in the first quarter of 2011.