New campaigns: Billboards sell Ortho Shields

Last month's Ortho Shields condom campaign marked the first time in Canada billboards have been used to sell condoms.Shields is a brand marketed by the Advanced Care Products Division of Ortho-McNeil, a supporter of the 1994 Commonwealth Games held last month...

Last month’s Ortho Shields condom campaign marked the first time in Canada billboards have been used to sell condoms.

Shields is a brand marketed by the Advanced Care Products Division of Ortho-McNeil, a supporter of the 1994 Commonwealth Games held last month in Victoria, and the campaign was tied in with the event.

Superboards and backlits appeared in Victoria, Vancouver, Toronto and Montreal, with an airport display placed at the Vancouver airport to greet visitors to the Games.

The outdoor featured a visual of a condom pouch with a bedsheet as the background and the headline, ‘Best Coverage of the XV Commonwealth Games.’

An English-only 30-second tv commercial called ‘Balloons’ ran nationally.

The spot illustrated the strength of Ortho Shields compared with the industry requirement of being able to hold 25 litres of air before bursting by inflating an Ortho Shields condom and a competitive brand in a side-by-side demonstration.

When the competitor’s brand bursts, the voiceover says, ‘Too cautious? Uh, uh.’

The Ortho Shields condom continues to inflate and the line, ‘Shields or Bust’ appears on the balloon with, ‘Catch the spirit of the Commonwealth Games with FREE Games merchandise when you purchase Ortho condoms. Pop in the store for details.’

Advertising was supported by an in-store program and all promotional material featured the official logo of the Games.

The campaign comes from Toronto full-service agency, Healthwise Creative Resource Group, which is owned by agency Ranscombe & Co. and 25-year-old healthcare marketing firm, Petrenko and Associates.

Creative credits go to Jim Ranscombe, creative director and Blaine Kennedy, art director.