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MTV decided it was better to approach the topic with humour, rather than being the 'purveyor of doom and gloom'. The ads, under the new umbrella title MTV Safe, use images of unlikely sexual aids, from a horse saddle and stirrups to a car battery, with the question: 'What do you take to bed?'

The print, outdoor and online campaign, created by Ogilvy, breaks on 10 November, and is set to run until the end of the year. Media planning and buying for the campaign is being handled by MindShare.

The first ad will run in gay men's lifestyle magazine Attitude.

A dedicated website, at www.mtvsafe.org, will go live later in the month, along with a Facebook application. If successful, TV ads are pencilled in for the days leading up to 1 December.

Six different executions use innuendo to suggest that it is a good idea to use a condom, while other bedroom appliances may be less advisable. Each ad is divided into three images, one of a condom, another of a possible sex toy and another more alarming possible aid.

For example, the ad entitled 'Squeak' shows images of a condom with the word 'Yes', a gerbil with the word 'Maybe', and a car battery with the word 'No'. The other ads are called 'Vacuum', 'Saddle', 'Pepper Mill', 'Dildo' and 'Marrow'.

These ads are the latest in a series of MTV-branded campaigns on social and political topics. Last month MTV Switch, the network's arm dedicated to climate change issues, launched a tongue-in-cheek ad showing people urinating in public as a way of raising awareness of water conservation.