Along with a website knulldeluxe.se and a smartphone app that allows you to find the nearest shop that sells condoms, this strange film is supposed to make using condoms cool.
The ad begins with a host of sorts walking through a museum of sex, where cavemen and 18th century people have tremendously boring threesomes. "Sex hasn't changed much over the years" declares the host as yet another boring threesome, now set in the 1930s, takes place behind him. But it's all about to change, for these days we have both luxury condom and lubricants, for a whole new sexy feeling.
At around this point, the porno-bad lighting and stiff acting makes way momentarily for some actual passion - it's singer/songwriter Oskar Linnros backed by the always sizzling Sahara Hotnights, and they're the best thing about this ad.
Our host comes back with some lines about how suggesting protection is sexy, because it makes you seem self-confident and experienced, as a boring skit at the bar plays out his profecy. Wait, there's another twist, at the end two ladies who host a cleaning show talk about what they think is the bonus, no more germs and stains. We do have cleaning shows on prime-time TV in Sweden. That may go a long way in explaining why Swedes might find this funny. Note I said might. Come back Ron Jeremy and your christian anti-porn ad, all is forgiven!
p.s "knulla" is "to fuck" in Swedish. Way to keep it classy.
Client: Nationella HIV-rådet
Ad agency: Le Bureau
Media agency: Starcom