Or an indication of the mindset (or, worse, agenda) of certain television networks? Pigs With Cellphones, but No Condoms
IN a commercial for Trojan condoms that has its premiere tonight, women in a bar are surrounded by anthropomorphized, cellphone-toting pigs. One shuffles to the men’s room, where, after procuring a condom from a vending machine, he is transformed into a head-turner in his 20s. When he returns to the bar, a fetching blond who had been indifferent now smiles at him invitingly.
Directed by Phil Joanou (“State of Grace”), with special effects by the Stan Winston Studio (“Jurassic Park”), the commercial is entertaining. But it also has a message, spelled out at the end: “Evolve. Use a condom every time.”
[...] But the pigs did not fly at two of the four networks where Trojan tried to place the ad.
Fox and CBS both rejected the commercial. Both had accepted Trojan’s previous campaign, which urged condom use because of the possibility that a partner might be H.I.V.-positive, perhaps unknowingly. A 2001 report about condom advertising by the Henry J. Kaiser Family Foundation found that, “Some networks draw a strong line between messages about disease prevention — which may be allowed — and those about pregnancy prevention, which may be considered controversial for religious and moral reasons.”
Representatives for both Fox and CBS confirmed that they had refused the ads, but declined to comment further.
In a written response to Trojan, though, Fox said that it had rejected the spot because, “Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy.”
[...] “We always find it funny that you can use sex to sell jewelry and cars, but you can’t use sex to sell condoms,” said Carol Carrozza, vice president of marketing for Ansell Healthcare, which makes LifeStyles condoms. “When you’re marketing condoms, something even remotely suggestive gets an overly analytical eye when it’s going before networks’ review boards.”