Get It On in New Zealand

The New Zealand AIDS Foundation is encouraging everyone in New Zealand to get behind a condom culture with “Get It On”, an advertising campaign launched on television, online, in print and outdoors.

Fingers Get It On

The Get It On commercial, launched online in September and moved to television in the lead up to World AIDS Day, features five dancing fingers, four wearing condoms. They dance in unison to a bouncy soundtrack with lyrics, “You want me to be wanting you, to be wanting me. I want to leave but I want to take your love with me”. A bare finger is shown and rejected by the others until it reappears wearing a condom. The advertisement includes an image showing a map of New Zealand inside a condom, and ends with the web address www.getiton.co.nz.

Click on the image below to play the video in YouTube (HD)

The Get It On campaign is online at www.getiton.com.nz, Facebook and Twitter, and is associated with the Big Gay Out music festival in February 2010.

The New Zealand Advertising Standards Association has received complaints about the television advertising campaign, but has ruled that the commercial fulfilled an important advocacy role in New Zealand, and was appropriately being screened after 8.30 pm. The chairman said that the important health message conveyed in the advertisement was a matter of public interest, and robust expression of such was acceptable under Rule 11.

“Rule 11: Advocacy Advertising. Expression of opinion in advocacy advertising is an essential and desirable part of the functioning of a democratic society. Therefore such opinions may be robust. However, opinion should be clearly distinguishable from factual information. The identity of an advertiser in matters of public interest or political issue should be clear.”

Credits

The Fingers dance was produced by Robyn Patterson at Walking on Air. Music was composed by Peter Hobbs at Harmonic Studio.

Out Take

Even after months and months of dance practice, the fingers got it wrong…

Click on the image below to play the video in YouTube (HD)