Most people, in his view, would like Charlie Sheen’s lifestyle – maybe former lifestyle – with one exception. He’s been diagnosed with HIV.
So he’s fronting a new campaign for a new “re-engineered” condom from Lelo (which says it’s a designer brand for intimate lifestyle products), the Lelo Hex. Hex is still made from latex but consists of 350 hexagonal ‘plates,’ each of which has six flex points. Lelo says this means it can combine a thicker structure for strength and thinner plates for sensation.
Sheen is appearing at “high-end” events in New York and London to try to sign up 10,000 early adopters. Hex is the brainchild of brand development company A Little Bird and the ad campaign is from Alpha Century.
Condom use is going down even though HIV is going up.
Lelo CMO Steve Thomson says: “Working with Alpha Century and A Little Bird has been great; they have added so much into the creative process and delivered at speed. Each agency has a unique understanding of early stage projects and how to work under intense entrepreneurial pressure whilst maintaining a considered professionalism in dealing with one of Hollywood’s biggest names. We’re confident that the campaign will drive discussions on sexual health and inject new life into the stagnant condom industry, and look forward to seeing these discussions develop.”
One’s always a bit suspicious about marketing like this – is Charlie being paid? – but he seems to mean it.
MAA creative scale: 7.