Urge to F***
From Argentina: condom brand Tulipán has a new campaign to counter an unexpected challenge —its customers are not having enough sex. As explained in a news release:
Tulipán, the condom brand that holds around 40% of the Argentine market, has spent 37 years persuading people to use protection. This week it admitted it has a different problem: its customers are not having sex.
The brand has marked Students' Day, the start of the Argentine spring and the busiest date in its calendar, by wiping its Instagram account, replacing its bio with the line “we don’t know what else to do to get you to have sex”, and issuing a public apology to younger Argentines. It then launched a fragrance.
‘The Urge to F***’ is the brand's first fragrance, created by Zurda, the independent Buenos Aires agency behind the campaign. It is real, it is on sale, and it comes with a product demonstration film that follows the conventions of every perfume advertisement ever made while describing none of the usual notes. A fictionalised documentary treats the whole thing with the seriousness of a public health emergency.