Here’s an idea: associate “men on the prowl” who don’t carry condoms with pigs. This is the notion in Church & Dwight’s new Trojan condom ad campaign and it’s simple and brilliant. It speaks loudly to both men and women and is an idea with ballast. I’ve only read about the TV campaign, so I won’t pass judgment, but it’s supposed to be funny. In that it comes from Kaplan Thaler Group in NY I wonder, but we’ll see.
A man with a condom is prepared. He is smart. He is thoughtful. And though perhaps a bit presumptive, he is clearly someone who understands the sanctity of the deed. Today, a man of any sexual persuasion who is prepared with a condom doesn’t come off as a player — if the wrapper is faded, he probably isn’t — but he does come off as a man. Not a kid. Or metaphorically, a pig.
Men may act like pigs sometimes, but deep down they don’t want to be seen as pigs. It’s a great idea. Bravo to the Kaplan Thaler planner!
Pop quiz: Which U.S. ad agency produced the first ever condom ad for TV.