MTV takes sexting to the next level to raise awareness on World Aids Day
MTV and Y&R New York have partnered to raise awareness on World Aids Day with a new ad featuring life sized sexting emojis acting out the innuendo.
The ‘Sext Life’ ad is part of MTV’s Staying Alive Foundation which is designed to produce youth-led content and support grassroots HIV prevention projects.
The 30-second spot plays on the emojis symbols which are commonly associated with sexting such as the banana, donut, eggplant, peach, pointer finger and OK sign.
Life-sized pairs of the emojis are shown in places like a hotel room and dark office as they enact out the x-rated situations which they commonly represent. In each of the situations the couples are then joined by a giant wrapped condom, and the tagline: “Make foreplay a threesome. Add a condom.”
The ad has been created to generate conversation and awareness in the fight against HIV and Aids on World AIDS Day (1 December).
Oscar-winning film editor Angus Wall directs the ad which is produced by his Elastic/Pecubu Productions.
As part of the “safe sexting” campaign, MTV SAF and Snaps have created a SafeSext keyboard featuring various condom emojis and is free to download on iOS and Android.
A full round-up of the how brands are supporting #WorldAIDSDay can be seen here.