Mates ads take size theme

Ray Leach EMO unveils a new campaign for Mates next month, with a series of double-page press ads designed to showcase the brand’s variety of condoms.

Ray Leach EMO unveils a new campaign for Mates next month, with a

series of double-page press ads designed to showcase the brand’s variety

of condoms.



Andy Ray, the creative director of Ray Leach EMO, has devised a series

of seven executions, each based on a different subject with a distinct

double entendre.



The subjects are cocks, winkles, tools, helmets, knobs, pencils and

lunch boxes, all photographed in a whole spectrum of shapes and sizes by

Martin Thompson. The copy reads: ’Because men come in different shapes,

so do our condoms.’



Mates is marketing its entire range in a single campaign for the first

time. Each of the ads will appear as a double-page spread in men’s and

women’s style magazines, with a quarter-page ad explaining more about

the Mates condom range and why it pays to use the right size appearing

later in the publication.



Media buying is through BBJ Media Services.



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