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These Champagne-popping ads are not really promoting Cristal or Dom Perignon; instead, they are a celebration of safe sex by the city of Stockholm.
The explosion of the popped Champagne in the ads is meant to communicate the celebration point while evoking a suggestive reference to ejaculation.
I am not sure how well that translates to their “use a condom” message, as using a condom obviously prohibits this kind of visual. I still give them thumbs up for the positive message.
The 2008 campaign was done by ESTER, Stockholm, Sweden with art director Lotta Mellgren, and copywriter Emma Zetterholm.