Pets Rule in Condom Maker’s ‘Kids Later’ Campaign

The childless couples in this Tulipan condom campaign from Y&R in Buenos Aires are having all sorts of wacky fun with their dogs, who are, of course, their surrogate kids—celebrating birthdays, cavorting on the beach, watching the little one sleep. The tagline, which on earlier campaigns was "Fun now. Kids later" has been shortened to just "Kids later." (And it's in such tiny type—on the condom package in the upper right—it might as well not even be there.) It's a fun idea with a kernel of truth. That said, these folks seem to be getting obsessively close with their furry friends. Obviously, heavy petting or any sort of deviant behavior was the furthest thing from the creative team's mind. Still, if I was that pug lounging on the cushions—with my owners grinning in the doorway and a condom floating above my head—I'd be just a little bit nervous.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: April 28, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT