MTV: MTV S.S.Y.P. - the world's shortest condoms brand

Why do boys start smoking? Maybe because men still think that smoking makes them sexier. MTV, the leading source of lifestyle trends for teens, decided to do something about it. It’s hard to reach teens with a traditional anti-smoking campaign, because they feel indestructible, and the negative effects will only be visible after many years. That’s why MTV, the main source of lifestyle trends for teens, decided to kick them in the balls by showing how smoking negatively influences their penis length.Agency: Grey, Poland

Idea

Inspired by a recent research from Boston University School of Medicine proving that smoking can shorten up the penis by up to one centimeter, we created S.S.Y.P - the world smallest condoms brand and launched them in the hottest Polish series „MTV Warsaw Shore”.

Execution

We launched S.S.Y.P. in the hottest Polish series „MTV Warsaw Shore”. When the participants opened their condoms it turned out that they are very, very, very… small. Thanks to our cooperation with schools, S.S.Y.P. condoms are used during sex education programs, where young people learn how to properly use a condom. A text printed on the side of the condom explains the S.S.Y.P. acronym – Smoking Shortens Your Penis.

Results

The Warsaw Shore episode featuring over 10 minutes of branded content with S.S.Y.P. Condoms (jokes between the participants, conversation with our sexuologist and handing out of our condoms in clubs by the Warsaw Shore participants) was viewed by over 110.000 people, a record in Polish viewership of private channels. In social media our content reached over 2.000.000 people (Warsaw Shore, MTV Polska and participants profiles).