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?