Cross Colours, an integrated advertising agency based in Johannesburg, has developed a series of tongue-in-cheek radio commercials and print ads for RockHard Weekend, a natural sexual performance enhancer for men.
The creative team at Cross Colours took popular colloquial phrases for “quickies” and extended and hyperbolised these phrases into a metaphor for sexual longevity and performance. The resulting tone and content of the three radio spots and print ads is simultaneously smart and cheeky, ensuring that the communication does not come across as sleazy.
“Our concept was based on the fact that our primary target market – the mature man who is still young at heart – works hard and parties hard, in every sense of the word,” explains Jacques Shalom, Creative Director of Cross Colours. “The human truths we have touched on is valid for both men and women, which means that we can also broaden the market and entice females to buy it for their men!”
“The campaign also addresses the insight that young males are struggling with performance issues because of their unhealthy lifestyles – which includes the use of recreational drugs, alcohol and stress.”
The radio ads are currently flighting on 5FM, 95.7, 94.5 (KFM) and East Coast Radio, Wednesday to Friday, from 7pm until 1am. The first print ad has been placed in magazines such as Fighters Only.
“After just one week of flighting, we have already seen increased activity on the product’s website and increased downloads of their online brochure,” adds Shalom.
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