even if not always successful in that, in general pirelli aims at erotism so every pic kind of tells a story interpretated by models. that's what i think of when i think of a certain artistic purpose in it. vs show is pure direct (hetero)sexism with no narrative in it.
paradox is that when you have artistic erotism (in that meaning above) you generally get nudity too. when you just have commercial excitement, puritanism comes along too, so you'll have models walking with ice-creams in their hands, but you'll never see a sinful nipple!! like sin and blame are on the degree of nudity, a matter of exposed body surface, and not the body-on-sale attitude!