This humorous ad was shown on French national television,
promoting the use of condoms to protect from sexually transmitted infections,
specifically HIV/AIDS. Using no
dialogue and two simple words at the conclusion, “protegez-vous” (protect yourself), the commercial effectively and
clearly communicates the intended message; use a condom whenever you have sex. The way in which the message is
communicated highlights the idea that condom use is beneficial in every
country, by all people wanting to participate in sex.
I believe that this ad is effective because it tells a
simple but engaging story. The
viewer is able to glean the important message from the both the animation as
well as the entertaining music that is cleverly integrated into the short story. In this way, the commercial is able to
hold the viewer’s attention all the way through the 1:38 long ad. The effort that was put into designing
an engaging and non-offensive short story-like ad truly shows in the way the
viewer will likely engage with it as opposed to quickly changing the channel or
muting the television.
Thus, I believe that campaigns promoting condom use, safe
sex, awareness of sexually transmitted infections, as well as other sexually
relevant topics would benefit from the use of media that is engaging to their
target audience in this simple manner.
What is your response
to this ad? Do you find it more effective than other campaigns you have viewed
in the past? Do you think it was inappropriate to broadcast this on national television?