LONDON - Trojan condoms has paid £100,000 for a 20-second advertising slot during the first episode of 'Big Brother' this Friday, promising viewers to bring the first orgasm to British television.
The spot has been created by Media Therapy as part of the "Faces" campaign, which promotes Trojan's "shared pleasure" condoms.
In a move that would have the late Mary Whitehouse up in arms, the ad will show a couple having sex, focusing on a woman having an orgasm. The spot has been cleared by the BACC to be shown after 9pm, but conservative pressure group Mediawatch has already dubbed it "irresponsible", saying that children are still likely to be watching at that hour.
The ad will be screened during the first instalment of 'Big Brother' on Channel 4 and will run again later this year in July. The TV ad has been preceeded by a poster campaign along the same lines, which broke in March. Media for the campaign is by Carat.
The ad was created by Neale Hunt, creative director at Media Therapy, and art director Andy Tye. It was directed by Ed Robinson through the Viral Factory.
Coaxing the actors to give realistic performances proved to be a challenge for the creative team. Hunt said: "Can you imagine sitting opposite 20 guys and asking to see their most intimate orgasm face? But I have to say, Ed Robinson was the man, he was a complete genius."
Trojan is claiming that its placement during 'Big Brother' will give fans of the show the long-awaited first bonk, after UK contestants have proven reluctant to go all the way in the name of reality television.
At the same time, Channel 4 is still hoping to get the Holy Grail of reality television broadcasting by locking up all the alcohol until contestants start to get flirty, at which point they will be allowed access to the booze cabinet, according to a report in The Sun today.
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