One could not be blamed if he thought that the most preeminent use of sex in the ad industry would be found in condom ads, however he would be wrong. Condom companies have very smart ads that allow them to sell their products. We all know that great commercial from durex, the condom company that portrays two balloon bunnies having sex right? No one has ever found that offensive or even distasteful, no we watched it and we laughed, it was truly amusing and cute.
Other ad agencies should learn something from condom companies, because they really know how to employ smart sex selling techniques. They tend to bring this private and intimate act down to earth and to make turn it into something normal, they don’t over use it so it does not become something too vulgar, they leave it in a place where it does not come too strong on consumers.
Let’s take for example this poster
It’s pretty self explanatory, it compares the prices between a children’s toy and a pack of condoms, however it has a deeper, more educative meaning. We all know that nowadays teenagers start their sex life earlier than we would like them to, ads like these that portray the risks and realities that stand behind a sex act will more than often open their eyes in relation to what can happen if they do not use contraceptives.
Contraceptives and SDD prevention
How about this one?
I think that this one is my favorite. durex really knows how to build a real advertising campaign around their products, not only is this a very fine example of using sex in a very non-offensive, non-objectifying way, they also portray some of the diseases that can be contracted by those that do not use a contraceptive product when they have sexual intercourse.
It is a lesson for all those that want to start their sex life, something that will always be of great importance to the newbies out there. Condom companies know how essential it is to educate the young public about the risks that having sex presents. But also, they do not try do demonize this act, they want to portray it in a viewer friendly way, no, better said in a realistic way.
We, as parents should not be scared of these kinds of ads or about talking with our kids about them. We should be glad if our 18 year old has a pack of durex in his bag, it’s a sign that either us, or the ad campaigns have educated them right!