White Briefs Celebrates the ‘Act of Love’ in Odd Sagami Original Condoms Spot

By Erik Oster 

White Briefs created a campaign for Sagami Original Condoms celebrating the “Act of Love” by depicting a variety of animal courtship behaviors as performed by humans.

(Yesterday was “National Pet Day” in case you missed it.)

A two-minute video by the same title, directed by Stink’s Greg Brunkalla casts (human) dancers imitating courtship behaviors for such animals as blue footed boobies, cranes, fiddler crabs, foxes and flamingoes.

The title card at the beginning of the spot introduces the “Animal Courtships Performed by Humans” concept but from there the ad is entirely visual and set to an appropriately spare score. Unfortunately, David Attenborough does not provide narration.

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These dancers do a truly admirable job capturing the essence of the animals they’re imitating, and the approach certainly grabs one’s attention. “Act of Love” doesn’t tie itself to the brand until the very end, when it claims that Sagami makes “The world’s thinnest condom.”

While the onscreen action’s ties to the brand are similarly thin, the visually charming spot is far more memorable than another “barely there” condom ad we can recall…and Sagami is obviously hoping the attendant shares will help spread awareness of its brand. Beyond the video itself, the campaign also includes an Act of Love website, featuring descriptions of courting rituals for 73 animals. 

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