Ogilvy Hong Kong enlists Dick the Dog for Valentine’s safe sex campaign
Ogilvy & Mather Hong Kong has released a playful safe sex video for the MTV Staying Alive Foundation featuring Dick the Dog and his owner, who struggles to contain his pet’s love of holes.
Released on Valentines Day with an animated film from Mrzyk & Moriceau – and featuring music from Woody Guthrie – the campaign is targeted at teenagers, among whom HIV infections continue to remain prevalent.
Through the mischievous mutt Dick, the campaign aims to show that safe sex is fun and that condoms are not a barrier to enjoyment. The television and digital campaign will run in more than 50 countries, including regions where taboos around sex are particularly sensitive.
“Dick the Dog is a mischievous little mutt who gets extremely excited whenever he sees a hole” says Reed Collins, chief creative officer at Ogilvy Hong Kong. “But before Dick can go exploring he must put on his little raincoat. We had a lot of fun bringing the idea to life and it will be a fully active digital and social global campaign come Valentine’s Day.”
“This is famous work for a famous brand and a global cause” added David Mayo, chief marketing officer at Ogilvy & Mather, ”working with the Guthrie family, MTV Staying Alive Foundation and Mrzyk & Moriceau was a fine blend of like minds and the work shows. As the end line says; ‘wear a condom. Dick’.”
Eleanor Dickinson is the editor of Mumbrella Asia. Eleanor joined the Asia platform from Dubai, where she acted as senior reporter for Campaign Middle East.
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