Population Services International: Wrinkles

AIDS Awareness Month. Live to celebrate it year on year.

Advertising Agency: Ogilvy & Mather, Bangalore, India
Executive Creative Director: Piyush Pandey
Creative Directors: Malvika Mehra, Amit Akali, Vipul Thakkar
Art Director: Ajesh N
Photographer: Kumaran
Copywriter: Kunj Shah

44 comments

A.G. Pennypacker's picture
A.G. Pennypacker
607 pencils

This is a stretch. Pun intended.

floydeepurple's picture
floydeepurple
349 pencils

the idea is there but the sub-line kills it...

Guest's picture
Guest

Forced...

Guest's picture
Guest

simple & smart

flyingpens's picture
flyingpens
2 pencils

I don't understand

Guest's picture
Guest

Yeahh, I think the message is kinda' lost. To me it's just saying don't use condoms.

Texnartist's picture
Texnartist
225 pencils

I agree, the first impression is that wrinkles are bad and it takes a bit to get to old age. I would be curious to see how this tested with the target market...

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teenie's picture
teenie
1894 pencils

That's what I understood, too. I actually think the subhead needs to be a lot more readable to drive the point home. It just looks like they're discouraging condom use--which is a terribly dangerous thing.

Guest's picture
Guest

nice one!

Guest's picture
Guest

I know what they're going for, but this might actually discourage some people from using condoms. I mean, they already suck, why make them less appealing?

sneakyhands's picture
sneakyhands
1857 pencils

it just comes off as irresponsible. i assume that they're saying that with safe sex you stand a chance of surviving until old age, but they're really just saying don't use condoms.

Guest's picture
Guest

thanks for the explanation. i didn't get it the first time.

JPhilly's picture
JPhilly
173 pencils

Yeah, it really is quite a stretch trying to make that association. I feel like most people will not make the connection there.
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Guest's picture
Guest

its actually a witty idea. and its pretty obvious that its for standing a chance of avoiding aids. who'd get wrinkles from condoms anyway?

mozzaart's picture
mozzaart
12 pencils

gosh!my brain is stormed but i stil don't get the point!somebody enlighten me please... living till old age is the catch?yeah?

Guest's picture
Guest

靠,老外的弯转的够多的....

TRICKY's picture
TRICKY
3950 pencils

Sex trains almost all groups of muscles, especially muscles of pelvis, buttocks, stomach and arms, which is an important factor for women. Regular love acts improve the bearing and exert a favorable influence on the musculoskeletal system. In addition, sex results in the production of collagen – the substance, which adds smoothness and glow to women's skin. Progesterone, another hormonal product of sex, helps a person fight acne. American scientists concluded as a result of their research that couples, who love each other at least three times a week, look two or three years younger than their coevals, who either abstain from sex or hardly ever enjoy it. so the insight is wrong i guess if you have sex on a regular basis you dont get wrinkles

The man who stops advertising to save money is like the man who stops the clock to save time

Guest's picture
Guest

geeeeee people
having sex without a condom -> AIDS -> dead
having sex with a condom -> not beoing sick -> LIVE OLD

wahouuuu that was hard

great ad btw

Guest's picture
Guest

well put, sir

Guest's picture
Guest

"Condoms can cause grandchildren" would have worked better

Guest's picture
Guest

no, that would be really really dumb.

whitespace's picture
whitespace
1953 pencils

better change your brand of condoms dude.

rooster_nl12's picture
rooster_nl12
36 pencils

indeed.. that would have been pretty lame.. nice try though, cool ad, but slightly farfetched for the average consumer imho

Guest's picture
Guest

I get it, but the impression of " don´t use a condom" still remains.

I know it is hard but thinking creatively by the positive side is always better, the negative always comes easy.

Guest's picture
Guest

smart line. interesting take on AIDs awareness.

Guest's picture
Guest

Good thinking.

cmotan's picture
cmotan
189 pencils

GRAND

Guest's picture
Guest

at first sight i thought wrinkles as an actual problem! i think it's good but perhaps too subtle.

Guest's picture
Guest

Good idea or not – doesn't matter. The medium is wrong. Advertising for condoms on a condom – how stupid is that?

Guest's picture
Guest

I like it! I like the fact that i din't get it at first! Very cool.

mitchell clements's picture
mitchell clements
108 pencils

OVER COMPLICATED IDEA, JUNK

Guest's picture
Guest

I LIKE IT BUT I'M ITALIAN..

Guest's picture
Guest

what happens when audience take it literally

Guest's picture
Guest

great concept
I love the ad yaar

................
The ad is subtle and clear. This is the beauty of advertising.

If you contract AIDS, you will die before age, and if you use condoms...well u live longer

Guest's picture
Guest

thu.........

Guest's picture
Guest

THUI... THUI... THUI...

Guest's picture
Guest

Too "clever" (or trying to be). Very hard to get.

Guest's picture
Guest

Guess Tricky is the biggest chut in this forum ;-)

Guest's picture
Guest

appreciate for the depth of the thought.... but dint understand at one go.....

Guest's picture
Guest

geez, guys! There's an AIDS ribbon on the ad! What else can it be for but AIDS Awareness?! The intrigue is what makes this ad. Else you'd rather put 'Use a condom' on every pro-awareness ad!

I like it.

Guest's picture
Guest

you're promoting illegal sex....

Srivatss N Iyer's picture
Srivatss N Iyer
121 pencils

good 1

Guest's picture
Guest

excellent photography kumaran.another free shoot huh?

KbxAdz's picture
KbxAdz
934 pencils

look at all the smart asses above finding faults in this ad. Like they ever created anything good enough to be put on AOTW. ahahah it's so funny, people here think they are gods and that their opinion matters, they act like they are Piyush Pandey's boss, ROFL< STFU noobs, just say like it or not, or give some better reasons why you like it or not, just look at some of your replies

You Are What You Expect

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