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.
Suggestive Celebratory PSAs
More Stats +/-
Difficult Advertising & Branding
Clever Ad Looks Tame To The Innocent
Encouraging Safe Sex in NYC
Sourdough Curry Pastries