Here Condom shop advertisers take the phrase "don't be stupid" and show it in a different, obvious way. Rather than telling teens to use a condom because of sexually transmitted diseases (what they already know,) here we see how the advertisers underline how not using a condom is stupid, linking it to being the same as being naked and putting out a fire, or having no bullet proof vest in the army.
Moving away from the constant lectures of STI's and showing the problem in a new, stupidly funny way, teenagers are more likely to relate to this and listen (humour is always a good way to lure in an audience.)
Personally this ad is more appealing to males rather than females (which is understandable as males tend to be more oblivious to sexual problems) however the campaign can easily be transferable to females as well. For example (off the top of my head) a woman putting on lipstick and driving off a cliff, a girl having a set of dolls and one showing some sort of symptoms, a secretary putting her hand through a shredder, a business woman turning up in her Pajamas in a courtroom, etc. Obviously these are only ideas and would need to be worked on, however its only shows that the ad could be linked to all genders.
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