More Fun Than Tv

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Smash Advertising is already having fun with its newest account, Global Protection Corp.-and ads aren’t even due to appear until summer.
Davin Wedel, president of the Boston-based prophylactics provider, tapped the shop to help introduce the ultra-sensitive Pleasure Plus condom. An upcoming national print effort will likely include the line, “The new shape of pleasure,” which now appears on product packaging. Smash may also work on the launch of Knight Light, a glow-in-the-dark condom; packaging invites consumers to “Wrap your knight in shining armor.”
Although the Boston shop is best known for promoting broadcast clients such as The History Channel, TBS and TNT, agency official Dave Corey noted that a condom account, “broadly defined, is in the entertainment category,” and quipped that he had “no firm answer” on the budget and media schedule.
-David Gianatasio



AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in