Published on .

SARASOTA, Fla.-If scaring Generation Xers into using condoms won't work, make them laugh. Two new spots for London International U.S. Holdings' Sheik brand condom 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 ..." while a voice-over touts condoms.

The campaign breaks this month on MTV: Music Television.

Most Popular
In this article: