Mates ads take size theme

of seven executions, each based on a different subject with a distinct

double entendre.

The subjects are cocks, winkles, tools, helmets, knobs, pencils and

lunch boxes, all photographed in a whole spectrum of shapes and sizes by

Martin Thompson. The copy reads: ’Because men come in different shapes,

so do our condoms.’

Mates is marketing its entire range in a single campaign for the first

time. Each of the ads will appear as a double-page spread in men’s and

women’s style magazines, with a quarter-page ad explaining more about

the Mates condom range and why it pays to use the right size appearing

later in the publication.

Media buying is through BBJ Media Services.