RIB TICKLERS: London International's Durex Excita brand ribbed condom, left, goes for the hard sell, peddling excitement and fun in print ads for New Zealand consumers by McCann-Erickson, Auckland. Creative director Rod Lyons wrote the copy, de-emphasizing health and safety concerns in favor of sex appeal. Below: Careful with that ax! "Headache, stomachache, back pain-I can't stand to see you suffer like this," reads this Italian print ad for Rede hosiery. Art director Francesco Rizzi at Bates Italia, Milan, presents an ax-slinging fashion model to show the durability and strength of the brand and its 15-to-35-year-old target market. Rede's theme: "Power to the legs."