Mates, the condom brand, is using footage of animals mating to
promote safe sex, in a cinema ad using the strapline 'Sex with Mates is
fun'. The execution features the mating habits of various creatures
including ladybirds, penguins and pandas and is choreographed to the hit
song 'Boom-shack-a-lak' by Apache Indian. It closes with the line, 'If
you're going to do the wild thing. Mates condoms'. The ad is part of an
integrated campaign that will include postcards in cinema foyers, bars,
cafes and universities as well as welcome packs for first-year students
at the start of the 2001-2002 academic year. Sampling will take place at
the V2001 music festival in August. The work has been created by Joshua,
with media by MediaCom.
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