Johnson & Johnson, Father & Son

Members:

1997 Television 100% Report A Problem

In this "steamy" ad of a different sort, a father joins his son in a sauna and both are wearing just towels.

Father: "So son, tell me how things are going?"

Son: "Going fine, dad."

Father: "Son, I'm worried about you. Can we talk?"

Son: "Go ahead."

Father: "Your mother told me about your boyfriend. (pause) She also said he's a nice guy and from a good family. Be careful son, take care of yourself. Please use condoms."

Son: "It's nice to see you care dad. But don't worry, we take care of ourselves."

Father: "So when do I meet my son-in-law?"

This type of commercial -- which, despite its somewhat stilted dialogue, is very real -- would never air in the US. It is too frank (and positive) in its handling of a gay relationship and most TV networks remain unwilling to air any condom ads, let alone those that refer to homosexuality due to controversy.

Jontex is the leading condom brand in Brazil and manufacturer Johnson & Johnson in 2001 was a sponsor of Rio's Carnival as well as the TV broadcast of the event in another city, Salvador.

Company

Johnson & Johnson

Brand

Jontex condoms

Industry

Personal Products

Media Outlet

Television

Country

Brazil

Region

Latin/South America

Agency

DPZ Propaganda

AdRespect Themes

Same-Sex Couples/Families

Family Acceptance

User Comments

Gant

Unlike Darus, from Milwaukee, I don't think that "the talk" and that timing is really the important part of this ad. However I do agree, for the most part, with what Mr. Wilke's overview says, that this is a very realistic ad. I wish the US could get over itself and air ads like this...

Leslie

The second most significant point of this ad is the fact that THE TALK took place. The MOST significant theme is that the father ACCEPTED his son's orientation. What makes this ad (unfortunately) completely unairable in the US is that the director pushed the envelope with the father's dialogue: "So when do I meet my son-in-law?" US viewers are more comfortable with laughing at alternative choices on Ricki Lake or Jerry Springer reruns than sublimating them into the mainstream.

Darus Walls

I certainly hope that his dad had "the talk" with his son before now. I question if the level of concern would've been just as important if his son were sleeping with a woman?

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