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Advertising Safe Sex Creativity

Trojan Man returns as open-robed guru to offer sex-positive advice while promoting safe sex


By Kyle O'Brien | Creative Works Editor

August 13, 2018 | 4 min read

Over 20 years ago, Trojan Man gave confidence to safe sex practitioners everywhere with the catchy, and manly, ‘Trojan Man’ mnemonic on radio, then on TV. It seems the condom-pushing spokesman is needed again, as a new campaign touts his importance as a sex-positive-yet-sex-safe promoter.

Trojan Man

Trojan Man returns to offer sex advice

Trojan Man is now fully realized as a curly-haired guru who doles out advice to those who have questions. He is described in a release as “a beacon of sexual curiosities, embodying modern sex while rejecting labels and stereotypes.” He’s introduced by a 30-second spot with a cheesy intro tune that sings: “It’s a big sexy world of sex out there, people having intercourse everywhere…” then offers up Trojan Man as a “guide for these sexy times” in his open-robed glory.

"Since his introduction over 20 years ago, Trojan Man became famous as this interruptive, gloved hand who showed up with the goods when you really needed him," said Trojan vice president of marketing, Bruce Weiss. "This led us to ask, who is the man beyond the sleeve? Turns out he's a sex-positive, sensual adventurer. A modern guy who is open to anything, but always has an eye on protection and shares his knowledge and humor to inspire others."

The intro video is followed up by Trojan Man answering questions for confused people. When people visit him and seek answers to their questions, he offers witty, sex-positive advice and a variety of Trojan Brand Condoms encouraging them to explore with confidence.

In one ad, he’s seen behind an overly long piece of bread, with an assistant on either side slathering the bread with peanut butter. When a young man says that he doesn’t know what kind of stuff he’s into, Trojan man says that he doesn’t know if he likes creamy or crunchy peanut butter better, but that “sex is the sandwich – you can put whatever you want on it.” In another, he sits in a bath and tells another young man that he needs to put himself out there emotionally for a woman. In a third, a couple states they don’t like wearing condoms. When he comes out from behind a glass curtain wearing a super thin Belgian robe, they get the picture that they should be using Trojan’s ultra-thin condoms.

Each ad starts with the bang of a gong with the familiar Trojan Man mnemonic.

The campaign comes at a time when one in two sexually active Americans will contract a sexually transmitted infection (STI) by the age of 25, according to a report by the CDC. In these times, condoms are still the only method of preventing both STIs and unintended pregnancy.

The Trojan Man campaign was created in partnership with 72andSunny New York, the brand's newly-appointed creative agency, and directed by Eric Wareheim of the comedy duo Tim & Eric.

Trojan Products: It's a Big Sexy World by 72andSunny

By Trojan Products

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Advertising Safe Sex Creativity

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