In contrast to the morbidity of 'The Cover' PSA, MTV goes for cheeky humor in the 'Rebel Penis,' which is part of their Staying Alive campaign. Their argument? Use a condom, “because dicks have feelings too!”
The commercial employs a talking penis that rebels against its owner and decides not to 'go there' without protection.
I think it's great that MTV has chosen different directions and approaches to reach out to as many people as possible about the importance of safe sex.
The PSA was created by Belgian ad agency Lowe Brussels with creative director Veronique Hermans, art director Ad Van Ongeval, copywriter Dieter De Ridder, and Sab Mucho.
Check out 'The Cover' PSA and more creative MTV awareness campaigns below.
Key Themes Behind This Trend
- Cheeky Humor in Public Service Campaigns
- Using humor in public service campaigns can be a disruptive innovation to grab people's attention and effectively convey important messages.
- Personification in Advertising
- Using personification, like talking genitalia, can be a disruptive innovation in advertising to create memorable and engaging content.
- Different Approaches to Safe Sex Messaging
- Exploring different approaches, such as humor and creativity, can be a disruptive innovation in safe sex messaging to appeal to a wider audience.
Where This Applies
- Advertising
- The advertising industry can utilize cheeky humor and personification to create disruptive campaigns that effectively communicate important messages.
- Public Health
- In the public health industry, utilizing different approaches, such as humor and creativity, can disrupt traditional safe sex messaging and improve reach and engagement.
- Creative Agencies
- Creative agencies can embrace disruptive innovation by exploring unconventional methods, like personification, to create impactful public service campaigns.
