AIDS awareness: The Joy of Non Sex

Description
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Ogilvy EAME London

Leading global advertising agency Ogilvy & Mather has created four hard-hitting ads to boost AIDS awareness. The 45 and 60 second spots are aimed at young people and are designed to provoke debate as well as getting the target audience to think about the potentially fatal consequences of unprotected sex.

Two of the executions, "Shot" and "The Joy of Non-Sex", were produced by Ogilvy London (in conjunction with Stink and Rokkit respectively); the third, "You and Me Baby", was produced by Ogilvy Amsterdam and the fourth Ex Partners was produced by Ogilvy Frankfurt. The ads demonstrated the strengths of Ogilvy's network, with different offices across Europe - London, Lisbon, Moscow, Frankfurt and Amsterdam collaborating on scripts, development and execution.

All four will be shown on MTV on World AIDS Day.


Creative Commentary
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A quote from Paul Smith:
The Joy of Non Sex is based on a series of films from the 70's that advertised the 'part work' magazine 'The Joy of Sex'. Its a fun way to demonstrate that you don't have to abstain from sex because of the Aids pandemic but by using a condom you can protect yourself and your partner from the transmission of the disease.