Trojan’s New Ads Are Subtle, Playful and Even Safe for Kids: Colangelo’s new TV ads for Trojan are refreshingly quiet and subtle, with adults and a male teenager alluding to sex without snickering or blushing. That said, the subject behind the dialogue-driven ads, which break today and were directed by Gavin O’Connor in his commercial debut, is never in doubt.
In “Big Date,” the teen, in an interesting role reversal, plants a condom in the shirt pocket of his middle-aged dad who’s leaving for a date. “Miss You” shows a boy longing for his traveling dad as much as his mom misses her man, only to smile when she finds a Trojan present from him in a dresser. “Happy Birthday” is the only ad set in bed, with a thirtysomething couple celebrating some early morning action. But hey, they’re relaxed about it, so you don’t feel creepy watching them.
Indeed, this campaign is more mellow than naughty, so much so that TV networks will air the ads earlier in the evening than they have in the past, according to Dave Clemans, Colangelo’s executive creative director.
The tagline, underscored by three simple piano notes, is “Real. Good. Sex.” Continue reading at Adweek.com.
From CreativityOnline: Trojan Brings Sex Into The All-American Family In Latest Spots: These are condom ads with a difference; the protagonists in Trojan’s latest spots are All-American family types who behave as if they’re in a campaign for soap powder or Cheerios. Trojan says it’s hoping to promote the “positive, healthy” side of sex with this campaign from Colangelo (kicking off in time for Valentine’s Day), rather than relying on what it calls “a bunch sophomoric humor to hide the fact that we’re talking about sex.”
The first spot, Big Date, features a teenage son sending off his middle-aged father before Pop’s big date, telling him to have a good time and tucking a Trojan BareSkin Condom into his chest pocket. Another features a wholesome mom telling her son how much she misses Daddy, who’s away. Then she finds a wrapped present from Papa in her underwear drawer–a Trojan vibrator! The third features a couple having some fun in bed with the brand’s lubricant before they go to work. All carry the new tagline real.good.sex. The spots were directed by Saville Productions’ Gavin O’ Connor. Continue reading at CreativityOnline.com.