When you have a product that still is a pretty taboo it becomes pretty hard to play with it for the TVC in Pakistan; this is something quite clear from the new ad of Josh Condoms. Josh already made a stir a couple of years ago with their TVC, which was banned over obscenity. Objectively speaking it was not a bad ad in fact it was quite an impressive one.

Watch Video: Josh’s New TVC

The thirty minute TVC is short, simple, and pretty much safe. Brand and product positioning is there but it does not appeal much, however, in a subtle manner the real message  goes across very well.

As I said product is controversial so its better to play safe even with the humor. That is what Josh has done this time, they took humor rout in this all boys ad – yes not having a female face in such ad made it a safer move as less eyebrows will be raised on it.  Josh falls in a product category that is not for ‘everyone’ therefore the actual target market does get the sense of product and its utility.

I truly believe that humor is one of those wow factors that makes a video go viral. In Pakistan we are still in a phase where birth control products’ ads need to be prepared in the line of creating awareness about the product and its real utility. That is where the punch line about the “size” comes in for help and leaves a hidden message for the viewer over what does “chota pack” and “barha pack” for?