Levi Strauss is launching what it claims is the first global public
service campaign next week, with a series of four short films to mark
World Aids Day on 1 December.
The animated films, which feature the adventures of a condom, were made
by TBWA/Chiat Day in San Francisco using funding from Levi Strauss. The
campaign starts on satellite television this weekend and moves on to
terrestrial for 1 December.
Roy Edmondson, Levi’s director of global marketing, said: ’Our global
programme aims to supplement the work being undertaken by HIV/Aids
agencies and help break down barriers in a serious but entertaining
’Condom man’ - the main character in the 15-second announcements - keeps
the tone humorous and light-hearted. In ’marathon’ his stamina keeps him
going while all the competitors drop with exhaustion, until he is a lone
hero with his arms pumping and a determined look on his face. The
endline reads, ’Last longer with a condom. World Aids Day 1998.’
Another execution, ’sensitive’, shows condom man sitting comfortably in
a cinema, watching a film and munching popcorn while a melodramatic
soundtrack plays in the background. At the end, we see him silently
crying before the words ’Condoms are sensitive. World Aids Day 1998’
appear on screen.
Two other films, ’trampoline’ and ’parachute’, demonstrate that condoms
are fun and that you can get lucky with a condom.