Safex portrays vasectomy fears to highlight benefit of condoms

Faulds Advertising's joint creative director, Guy Moore, has drawn on his own personal experience of planning a vasectomy to create the first above-the-line advertising for Safex condoms.

The £2 million campaign launches in cinemas in March and aims to get the message of safe sex across to its audience of 16- to 34-year-olds in an unusual and engaging manner.

Safex, which claims to be Britain's fastest growing condom brand, awarded Faulds its business in January without a pitch, based on the strength of the agency's work for The Terrence Higgins Trust.

The ad shows a slightly nervous man talking to an un-sympathetic consultant about his forthcoming vasectomy. When the man asks for more details about the operation, the consultant launches into an enthusiastic and graphic description of what it entails.

The man is left looking distinctly uncomfortable about the whole idea.

The ad picks up on this theme with the endline "Or use a condom", and shows the Safex logo.

Moore said: "We believe this market is crying out for sensitive yet humorous advertising. Traditionally, condom advertising tries to be sexy, or lectures you on the perils of unprotected sex - this is a new, engaging way of getting the message across without being too worthy."

Michael Bogey, the international accounts manager at Safex, added: "Faulds showed an in-depth understanding of our market."

The ads were written and art directed by Moore and Tony Malcolm, and directed by Terence Stevens-Pryer at Mustard. Media planning and buying is through Faulds.