Four Seasons decided to take a more direct approach in in promoting its Naked line of condoms. The ad, written and directed by Gary Eck, co-writer of Happy Feet 2, juxtaposes the mundane task of shopping for condom with the rather exciting task of using them to create an absurdly awkward and entertaining series of events that will certainly appeal to its target audience.
“To connect with the younger demographic, you need to be irreverent and entertaining and to remove all sexual references in the TV ad defeats the purpose of this entire campaign. The fact is this is a critical safe sex message”, ” Four Seasons founder and managing director Graham Porter said.
The 30 second ad has been banned from airing on TV, but is running in certain movie theaters before screenings of Bad Grandpa, which seems entirely appropriate. Though the commercial has been banned, it is already starting to go viral, which means it will reach its intended audience and many, many more.