Created by Platinum FMD, Brazil. See how the images were made here . “Become one.” Print campaign from last year for ID extra thin condoms (agency: Fitzgerald & Co, Atlanta). Illustrating the romantic sex ideal of “two bodies becoming one” in this visually literal way is not a turn-on and, really, not one bit appealing. Nice photography and styling, though. (Note: A rather sexist 2012 Cannes Gold Lion-winning campaign for Carlton beer executed this look-a-like couples idea better.) “When you stop being your own protection, we will.” (The language is clunky because these are translated versions of the ads used for publicity purposes.) The “instant deal breaker” visuals (two other ads in the campaign released last month include “mullet” guy and “fanny pack” guy) are nicely shot and art directed. The concept is humorous; I just don’t think it’s going to sell very many condoms. Agency: Dhélet Y&R, Argentina. Lastly, here’s my favorite condom ad of the last couple of years for Preventor Super Duper condoms (by JWT, Brussels). No voice-over, no dialogue, excellent “storytelling,” good casting and a reason to buy. What the hell else do you want from a condom ad — or any ad?
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