Jen Jorczak

Fox (and CBS) not clever enough to "Evolve"

Filed By Jen Jorczak | June 18, 2007 1:38 PM | comments

Filed in: Entertainment, The Movement
Tags: CBS, condoms, FOX, Kaplan Thaler Group, New York Times

trojan pig.JPG
Today, Trojan launches a new "Evolve" ad campaign that will run on two networks, nine cable channels, eleven magazines and seven websites. But, according to the NY Times, it won't be seen on Fox or CBS.

Fox said that it had rejected the spot because, "Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy."

Okay. A) preventing an unintended pregnancy isn't health-related? Since when? On behalf of women everywhere, let me inform the geniuses at Fox that our reproductive systems are pretty integral to our health. And B), the ad doesn't limit itself to just pregnancy prevention.

The ad, which features a bar full of women being hit on by pigs, one of whom turns into a human hottie when he gets a condom, is actually pretty clever and completely non-titilating: no nudity, no groping, no suggestive language--all of which you can see on Fox and CBS in prime-time, by the way, paid for by Viagra and Cialis ads.

"We have to change the perception that carrying a condom for women or men is a sign they're on the prowl and just want to have sex," said Linda Kaplan Thaler, chief executive of the Kaplan Thaler Group, the New York advertising agency that created the "Evolve" campaign. "It's a sign of somebody being prepared -- if the opportunity arises -- to think about their own health and the health and safety of their partner."

Trojan has even created a special website for this campaign to promote a greater understanding of sexual health. Sure, they're also doing it to sell more condoms, but if an international corporation wants to spend even a fraction of its advertising dollars promoting healthy sexuality, I can cut them some slack. From the "what we believe" section:

What is "sexual health" anyway? It means understanding that everyone is sexual by nature, taking care of your body, and being able to experience pleasure, satisfaction, and intimacy when you're ready. And it means protecting and respecting yourself and others. Being sexually healthy means enjoying your sexuality, both emotionally and physically, throughout your life.

Is that really such an earth-shattering, too taboo for even late night TV idea? CBS and Fox have both previously accepted Trojan's advertising dollars. I guess they just can't get on board with the concept of evolving.

UPDATE: Planned Parenthood has launched an email campaign that lets you send a message to the Presidents of Fox and CBS.

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Lance Wise | July 27, 2007 4:04 PM

I love the Trojan commercial. When I saw it, it aired before the backlash from Fox and CBS. I didn't see any harm. I actually thought it was very clever.