"We've gone to the networks several times over the years and they've turned us down flat," said Carol Carrozza, Ansell director of marketing. "We decided to go to the more-local affiliate level where station managers can say, `In my area, I feel it's the responsible approach.'*"
44 AFFILIATES APPROACHED
Ms. Carrozza said Ansell approached 44 affiliates in August and September and stations in Seattle and Chico, Calif., agreed to carry the 60-second spot; it began airing last week.
Negotiations continued at press time with an NBC affiliate in Houston and a CBS affiliate in San Diego.
The commercial, featuring a computer-animated talking skeleton regretting that he didn't wear a condom, was a contest-winning entry from a New Jersey truck driver. SSD&W, Montville, N.J., handled media buying.
`HARDLY A STIR'
"It's created hardly a stir among viewers," said Ralph Green, general manager at KCPM-TV, Chico.
The Big 3 TV networks don't carry paid condom advertising but will run public service announcements. In November 1991, Fox accepted a Trojan ad from Carter-Wallace, but the network takes spots only related to disease prevention. Cable's MTV: Music Television and Comedy Central have carried condom ads for years.