ULTRARPM , Istanbul / ECZACIBASI / 2010
The commercial is produced for Turkey's leading condom brand OK. It thoughtfully surpasses cultural and political sensitivities about condom communication by using a harmless analogy. Instead of directly addressing the issue of high risks involved in unprotected sexual intercourse, the film focuses on the underlying attitude of negligence. The creative idea directly challenges the wide-spread nonchalance caused mainly by groundless self-confidence. A common, everyday example of carelessness serves as a pleasant warning without alienating or intimidating the viewers.