AIDES, a French organisation fighting against AIDS, has released “IQ”, a commercial making the connection between condom use and intelligence quotient. The humorous commercial begins with the assertion that men’s IQ decreases as they remove items of clothing. A naked man, without a condom, is down to zero. But a clever woman, thinking for two, can bring the IQ back up again.
The IQ commercial was developed at TBWA\France, Paris, by creative director Jean-François Goize, art director Mohamed Bareche, copywriter Daniel Perez, head of TV Maxime Boiron, account managers Anne Vincent, Véronique Fourniotakis, Marion Floch, Teddy Notari working with AIDES marketing team Christian Andreo, Antoine Henry and Charmaine Da Costa Soares.
Filming was shot by director Daniel Perez via Carnibird with producer Sam Fontaine, director of photography Steeven Petitteville, production manager Maxime Boiron, stylist Agathe Wesolek, editor Bruno Tracq, Flame artist Vincent Heine, after effects artist Cedric Morellon, and post producer Romain Gingembre.
Sound was produced at TBWA\Else by sound designer Anais Khout and producer Valery Pellegrini. Music is “The Baddest Man Alive” by RZA & The Black Keys.