Boy meets girl. They fall in love. They make a video of themselves having sex. Boy’s phone gets stolen. Oh shit.
So goes the story in a new campaign spot by Manforce Condoms in India, entitled #ShutThePhoneUp, that scarily warns young couples to avoid recorded their intimate moments in an extension of the message on the importance of ‘safe sex’,
Created by ADK Fortune, the three-and-a-half minute film opens up with a newly-married couple traveling on their honeymoon when the whole thing takes a terrible turn.
The campaign is built upon insight from the India Today Sex Survey 2017, that found 19% of couples in India admit to having filmed themselves gettin’ jiggy with it.
“People usually think of safe sex as just using protection…we realised that protection means a lot more than just using a condom and that ‘safe sex’ as a term should be redefined in today’s society,” said Akashneel Dasgupta, executive creative director and senior vice president, ADK Fortune.
“This campaign brings to light the sensitive yet important issue of more and more couples filming their moments of intimacy,” said Rajeev Juneja, chief executive, Mankind Pharma. “We found the time is right to educate couples on the seriousness of the problem”.
CEO: Rajeev Juneja
Brand Team: Joy Chatterjee, Eshita Goswami
Agency: ADK Fortune
Managing Partner: Subroto Pradhan
SR V.P. & ECD: Akashneel Dasgupta
AVP & Sr. C. D.: Tamanna Virmani
Story and Screenplay: Akashneel Dasgupta
Account Management: Kunal Sharma, Vishnu Narain Lal, Asmita Goswami
Production House: Absolute Productions
Director: Manoj Pillai
Producers: Puneet Bhatia, Prafull Sharma