Advertising Pawn

Far from the triviality of condoms adverts that carefully avoid the cock-blocking nature of the disease - and, in fine, their very raison d’être as a product; HIV-related PSA (Public Service Advertising) usually don’t shy away from embracing the topic in all its gravita.

Some even go explicit over the harsh reality that, if you get/give Aids, you will die/kill. And depict ellipses of lives where sex is deprived of sensuality and crammed with - sometimes intended - manslaughters.

Contrasting with this grim (accusing?) portrait of an irresistibly irresponsible world, but still as affecting as the more dramatic ones; some ads tried to bring some ethereal positivity to the table by focusing on a more noble statement: protect yourself, not out of fear of what can be lost (life), but out of joy for what should be cherished (love).

Out there, there are plenty of better ways to die.

MTV - Pistol (”Mature” content. Click on video/link to see)

Sidaction – The Human Hourglass

MTV – If Your Love is Boundless

Sidaction – Old Man

MTV – Can We Replace Women?

Love Life – No Action Without Protection (”Mature” content. Click on video/link to see)

Aides – The Meeting

Aides – Live Long Enough to Find The Right One (Woman) (”Mature” content. Click on video/link to see)

Aides – Live Long Enough to Find The Right One (Gay)

Aides – Explore, Just Protect Yourself