A new Trojan condom campaign will debut tonight on ABC, NBC and nine cable channels. But despite running a previous Trojan ad linking condom use to HIV prevention, Fox and CBS rejected the new spot.
Trojan's new campaign uses anthropomorphized pigs in a bar, one transforming into a handsome human when he procures condoms for the evening. The message: "Evolve. Use a condom every time."
"We have to change the perception that carrying a condom for women or men is a sign they're on the prowl and just want to have sex," said Linda Kaplan Thaler, whose agency created the campaign.
In a letter to Trojan, Fox said: "Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy." A CBS letter said, "While we understand and appreciate the humor of this creative, we do not find it appropriate for our network even with late-night restrictions."
Media critic Mark Crispin Miller, who teaches at New York University, blasted this as "so hypocritical." "Fox and CBS and all of them are in the business of nonstop soft porn, but God forbid we should use a condom in the pursuit of sexual pleasure."
"People to this day are embarrassed," said Trojan Vice President of Marketing Jim Daniels. "Right now in the US only one in four sex acts involves using a condom," he said. "That's dramatically below usage rates in other developed countries. Our goal is to dramatically increase use."
The Evolve pigs "are a symbol of irresponsible sexual behavior, and are juxtaposed with the condom as a responsible symbol of respect for oneself and one's partner," Daniels said. In addition to the TV commercials, campaign ads will be published in 11 magazines, and seven Web sites. All highlight a link to the Web site trojanevolve.com.
New York Times (06.18.07):: Andrew Adam Newman
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