Our first TV ad celebrates the joys of safe sex
07 February 2014
Our new ‘Come Together’ advert features a mix of sexualities, races, genders and ages in the throes of passion. However there is a very serious underlying message.
SEX – but not the usual… This Friday evening sees a new approach to safe sex and charity fundraising with the broadcast of the Alliance‘s first ever TV advert. The risqué and refreshing ad, which is airing for one night only, has been created in a bid to highlight the continued importance of addressing the HIV epidemic, an issue which we believe has fallen off the public agenda in recent years.
The visually arresting 60-second advert depicts a mix of sexualities, races, genders and ages in the throes of passion. It is part of the Alliance’s ‘Come Together’ campaign and has a very serious underlying message. It is designed to both highlight the importance of safe sex and unite people in an effort to end AIDS.
Every year, around 2.3 million people are diagnosed with HIV and 1.6 million die of AIDS-related causes. The advert asks viewers to donate money in order to save lives and prevent the spread of HIV around the world.
The first 5,000 people to donate £20 will also receive a ‘Come Together’ box in time for Valentine’s Day which is very much in keeping with the ad’s spirit. The box is designed to celebrate the joys of safe sex and contains a condom as well as a variety of sensual products including a luxury feather tickler, a blindfold and lubricant.
Our first ever advert has already set tongues wagging amongst industry experts. Jo Hodges, Head of the Advertising Faculty at London College of Communication said: “Historically the advertising campaigns surrounding AIDS only appeared to target the gay community. However, the Come Together ad shows couples of every sexual orientation enjoying sex from every angle and in turn produces what I think is one of the most provocative ads I have ever seen.
This is a welcome and urgently needed departure that doesn’t feel reproachful. Instead it is an open celebration of the joys of safer sex that targets people of all different ages, sexual orientations/preferences and genders.”
Awo Ablo, Director of External Relations at the Alliance said: “We've created a campaign that celebrates safe sex, in all its forms, in a way that’s open, honest and off-beat – and that positions it as a natural and wonderful part of everyday life. We wanted to create an experience that would resonate with people of all different identities. Safe sex should be available to everyone, it can save lives.
“We appreciate that this ad is risqué , but we hope it doesn’t shock or make people feel uncomfortable. The underlying message is vital. We have to communicate that AIDS is a very real problem for people who do not get the care and support that they need, it can mean illness, isolation and death. We need to raise awareness and funds in order to provide the services that people around the world need.”
Visit the campaign website here.