Make Love, Not Traffic Is Hardly Risqué Business

Signing up with Zipcar will allow drivers to spend more time having sex and less time parking their cars.

That’s the idea expressed in a new outdoor campaign from eFlicks Media of Boston. One ad states: “350 hours/year having sex. 420 looking for parking. What’s wrong with this picture?” Another begins, “The car for people who don’t want one.” At the bottom of the ad, icons explain the Zipcar process. The effort closes with the “Wheels when you want them” tagline.

Since breaking a few weeks ago, the ads have “already created a real buzz. We’re a small company without a lot of resources, so something that gets people talking is what we want to do,” said Nancy Rosen-sweig, director of marketing at Cambridge, Mass.-based Zipcar.

Although Rosensweig has re-ceived a few calls from parents who do not want their children to read the “sex” ad, the feedback has been mostly positive. “People love it—they try to do the math, and it’s been posted all over the Web,” said Rosensweig.

Creative credits include eFlicks’ Martha Shaw as copywriter and Joe Pietz as art director.

The effort is aimed at progressive thinking urban professionals, ages 20-30, who want the convenience of having access to a car but do not want the hassle and expense of maintenance, parking and insurance, according to Shaw.

The advertising messages are appearing on urban panels, bus shelters and subway station displays in Boston, Washington, D.C., and New York, the cities served by the Zipcar service. The company has about 2,000 customers.

Members pay a $75 yearly fee, then rent the cars on a daily or hourly basis through online and telephone reservations.

The company covers parking, in-surance and gas for the cars, which are kept at locations throughout the cities it serves.