Aides Awareness: "Smutley" TV Commercial by Goodby Silverstein & Partners

CHALLENGE
To de-dramatize the somewhat embarrassing, if not plain awkward, moment when "rubber protection" needs to be discussed.
SOLUTION
Smutley. He does not discriminate. Smutley will have unprotected sex with anything on two legs, four hooves or a couple of flippers if the situation arises.
But he's only able to do this because he's a cat with nine lives. The rest of us need to protect ourselves with condoms.
Smutley's hedonistic and dirty perversions have been paired with a 1920s black-and-white animation style. The juxtaposition between this basic style, the story and the music is both unexpected and engaging -- it puts a smile on your face while reminding you to do the right thing.

Agency: Goodby Silverstein & Partners
Client: Aides
Executive Creative Director: Erik Vervroegen
Art Director: Andre Massis
Copywriter: Eric Boyd
Producer: Jon Drawbaugh
Music Supervisor: Todd Porter
Director: Against all Odds
Production Company: Passion Pictures
Producer: Julie Murnaghan
Executive Producer: Michael Adamo
Music: Joan Jett
Sound Design: Henryboy
Sound Designer: Bill Chesley
Executive Producer: Kate Gibson
Final Mix: One Union Recording Studios
Audio Engineer: Eben Carr
Executive Producer: Lauren Mask
Motion Graphics: eLevel
Sound Editing: eLevel
Creative Director: Roger Guillen
Post Producer: John Dutton
Executive Producer: Tim Pries
Audio Engineer: Jody Scott
Audio Engineer: Shannon Botts
Executive Producer: Luke Dillon