Can an American Sex Toy Magnate Persuade Pakistanis to Use a Condom? Phil Harvey will certainly try, even if it means making people blush.
By Jeremy Stahl
Last month was Ramadan, which made it an especially bad time to launch an advertising campaign for strawberry-flavored condoms in Pakistan. When the contraceptive brand Josh Condoms, did just that with an ad featuring a famous and controversial supermodel, the campaign did not last long. Pakistan’s media regulatory agency issued a statement calling the ad “indecent, immoral, and in sheer disregard to our socio-cultural and religious values.” After receiving thousands of complaints, the agency took the “unconstitutional” ad off of the air.
Aside from the retrograde and misogynistic overtones-it depicts Pakistani supermodel Mathira waiting on a schmucky-looking new husband because of the sexual prowess afforded to him by Josh Condoms-the ad itself seems relatively banal by American standards. The couple was husband and wife, and there was nothing at all sexually explicit about the ad, except maybe the suggestion that the condoms were being used for sex that was meant to be enjoyable rather than make babies.
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