US condom marketer and TV stations stand by provocative ads

- Ansell Personal Products is refusing to pull its controversial condom ads, despite protests from the American Family Association.

- Ansell Personal Products is refusing to pull its controversial condom ads, despite protests from the American Family Association.

The ads, which use sex, romance and physical attraction, are the first in the US to visualise sexual themes to sell condoms. The campaign will break tomorrow on controversial shock jock Howard Stern's new TV programme.

The campaign, which includes video and print, features couples in seductive situations -- on a motorcycle, dancing, and in bed, flirting, teasing and romping.

The approach departs from condom advertising that ignores sexual seduction, instead emphasising protection and responsibility or using coy or humorous approaches.

The American Family Association issued an alert on its website, located at www.afa.net, criticising CBS for accepting the ads on Stern's show. It urges people to contact CBS and the other stations scheduled to air the ads and the Stern programme.

The LifeStyles TV ads will break on Stern's programme on WCBS TV, New York and KCBS TV, Los Angeles on 22 August and run through until 12 September. The commercials also are scheduled for Stern's programme in October on WBZ TV, Boston, a CBS affiliate and WBBM TV, Chicago, a CBS O&O. Comedy Central and MTV are scheduled to break the commercials on 22 August and continue the run in selected markets until May 1999.

In 1984, Ansell was the first condom manufacturer to advertise on cable, with MTV spots. And in 1996, Ansell was the first condom manufacturer to have its TV commercials accepted by a wave of TV network affiliates.



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