Two new spots for Sarasota, Fla.-based London International U.S. Holdings' Sheik condoms use humor where fright has failed.
The first 30-second commercial, from West Advertising & Marketing, Tampa, Fla., has a "ranting dude" decrying condoms as "just another tool of the establishment to bring us down." As he rages, a young woman approaches, hands him a Sheik condom and says, "Use one, or get none."
"Well, these are cool," he says. "I'd use them all the time."
In "SFX," copy reading "30% stronger, 36% thinner," overlays grainy, b&w images of trains, a cruise liner and a space shuttle. The voice of a woman begs a man to "Make the truck noise ... the choo-choo ... the ocean liner ... blast off!" while a voice-over touts condoms.
The campaign is breaking this month on MTV: Music Television.