Why hate responsible sex?

Last week, Trojan brand condoms started a new "evolve" campaign, which features a commercial of pigs in a bar trying to pick-up women, but to no avail.

Only when one of the pigs visits the restrooms and purchases a Trojan condom, does he transform into a good-looking, 20-something and is able to catch the eye of a cute, martini-sipping blonde.

The commercial is pure genius, metaphorically speaking. Any man without the sense to properly equip himself for a safe, happy and healthy sex life is nothing more than a sloppy, sexually irresponsible pig.

Trojan does not use their name, only their picture logo, and the commercial phrase that appears at the end of the one-minute slot reads, "Evolve. Use a condom every time."

Two major media corporations have refused to run this advertisement: Fox and CBS. The companies rejected the advertisement, although previous Trojan ads have appeared on both.

According to The New York Times, both CBS and Fox declined comment, however, both wrote letters to Trojan informing the condom manufacturer of the decision to decline running the ad and provided a vague explanation.

"While we understand and appreciate the humor of this creative, we do not find it appropriate for our network even with late-night-only restrictions," wrote CBS.

"Contraceptive advertising must stress health-related uses rather than the prevention of pregnancy," wrote Fox.

Something to note about both television companies: both air ads promoting products for erectile dysfunction.

Wouldn't it be better to put the safety on the gun before loading the bullets? Rather, wouldn't it be better to ensure protection before target practice?

Proper condom use, first and foremost, should be the responsibility of a male. This is not to say women shouldn't know about proper condom usage, but women have other concerns.

A condom is one of the very few forms of "male" contraception: the basic principle being, 'roll it over and ride on in.' Women, however, have to deal with birth control, diaphragms and spermicide.

Men: when was the last time you had to inject yourself with a drug to alter the chemical balance of your body in order to have a safe, sexual experience? Taking responsibility for both the safety of yourself and your partner does not make a lesser man, but a better person.

It seems the real problem the broadcast companies have is the lack of metaphorical comprehension and the inability to look past men being portrayed "literally" as pigs.

In our society, music, movies and the Internet cater to a populous with a right-now, face-value attitude. So it makes perfect since that channels like CBS and Fox, which show graphic violence and strong sexual content, would stifle creative commercials which address the less pleasurable side of sexual health issues.

God forbid we consider using proper protection during a hot, steamy reality television show. Who has time for a condom? Not the drunk, horny teenagers.

Carol Carrozza, vice president of marketing for Ansell Healthcare, the company that produces LifeStyle condoms, was quoted in The New York Times article as saying, "We always find it funny that you can use sex to sell jewelry and cars, but you can't use sex to sell condoms."

The issue of disease prevention, as Fox pointed out, becomes null and void if the cause is not noted, the cause being unsafe sexual practices, which mean the necessity of referring to sex.

Anyone offended by references to sex in condom commercial are missing the point. A company wouldn't advertise an energy drink without referring to the wonderful things one could accomplish if consuming their product.

A condom commercial without sex is like an Allstate commercial without car accidents. Neither concentrates solely on the actions, rather both the Trojan and Allstate primary message is they can offer you a reasonable amount of insurance.

The New York Times article also contained research statistics by the Trojan company. Apparently, only one in four sexual acts involve a condom.

These results may or may not take into account other contraception usage or the nature of the sexual relationship. However, the old proverb still remains: it's better to be safe than sorry.

Of the statistic, Jim Daniels, vice president for marketing at Trojan, said, "That's dramatically below usage rates in other developed countries. Our goal is to dramatically increase usage."

With a 75 percent corner on the condom market, Trojan, with the new "Evolve" campaign, is more interested in increasing condom use than marketing their brand. While no one can deny that the company wants consumers using their product, it is still a notable noble effort on Trojan's part to safely equip society.

With that, Trojan deserves some well earned "cheers" for their new campaign.

Fox and CBS get the "jeers" for being close-minded and oppressive of an informative and entertaining ad.

Perhaps, one day, condoms and contraceptives will no longer be a topic of controversy, or at the least embarrassment. Maybe one day - when pigs fly.

Posted: 6/27/07 on www.mtsusidelines.com