Cancelled ads: Vespa & condom tie-in promo!
This New York Times story about the rejection of FOX and CBS to air this new Trojan condom commercial in their respective networks reminded me of this Vespa-Trojan promo which somehow suffered the same fate.
The date was February 2003. It was all systems go for the Vespa and Trojan condoms tie-up. Slated was a Vespa-giveaway sweepstakes at Trojan beach tents during the spring break which expected to reach a million young adults ages 18 to 24. They also planned to promote the “Ride Safely” campaign in campuses through brochures, posters and online banner ads. But at the last minute, the campaign was called off. What gives?!
Well, Piaggio USA changed management. Constantino Sambuy became the president-CEO of the company that year. His predecessor, Giancarlo Fantapple, said his successor “doesn’t like these kinds of associations” so the plan was axed.
At first glance, it’s quite hard to see the connection between a scooter and a condom. But the DePlano Group, who produced the proposed ads, managed to link of the ‘rubber’ with– not with the scooter — but with the Vespa helmet. The result are these two posters with double-meaning messages. See them here.
Marco DePlano, President and Creative Director of the ad agency who made these posters, characterized the axed project as “a victim of timing.” He noted that “the contract was late being signed and the new management had a change of heart and didn’t want to do this thing.”
They were pretty tame, but maybe not for everybody. I like the traffic light condoms…. very appropriate. hahaha! 
Now, I realize it’s not that hard to think of a copy/tagline for a scooter and condom tie-up. Here’s one…
Avoid accidents. *wink*
-o-
{▫}
J0HNRANA
john[dot]rana[at]gmail[dot]com
I LOVE this combanation, you can protect two heads in one ad…I love it
That’s true, Theresa! The only difference: one is aimed in saving life; while the other prevents “creation” of life.
its a somooth condome……………..
Ajay Singh Ram Nayan
Working in Media COmpany
Kandivali ( West )
Mahavir nagar
Mumbai-