Sexual deviants lose out to Mates couple in viral push

by Sarah Woods, Brand Republic 18-May-06, 08:45

LONDON - Fetish obsessed deviants, from people dressed as doctors and nurses to a dominatrix, act out their sexual fantasies at a boutique hotel in a new Mates Condoms viral ad, but none can drown out the noisy antics of an ordinary couple using Mates.

The "do not disturb" ad, created by Claydon Heeley Jones Mason, promotes Mates' new Intensify Stimulating Gel and follows a previous viral earlier this year to launch the Mates Vibrating Condom Ring.

The spot highlights the effects of the gel by playing on the sexual prowess of different couples.

It shows the fetish-type exploits of four couples -- including black leather suits and whips, a game of doctors and nurses, whipped cream and strawberries, and rampant bunny rabbits -- none of whom are using the gel.

However, all parties are thrown off their stride by the noisy escapades of another couple in the hotel. The final sequence reveals the noise makers to be a very ordinary couple, without the toys or costumes of the others, but their success is entirely down to the new Mates stimulating gel.

Creative directors on the spot were Dave Woods and Pete Harle, the copywriter was Kristian Wheater and the art director was Simon Haselhurst.

Media planning and buying was handled by PHD digital arm PHD-iq and Charming Carl was the production company.

The viral will be sent to 100,000 UK consumers aged 25-35.

Claydon Heeley won the £7m integrated account for Mates, which is owned by Ansell Healthcare, in the UK at the beginning of 2006.

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