The ad was created by Media Therapy and first screened during 'Big Brother' on Channel 4. It later appeared in ITV1's 'Hell's Kitchen', as well as during a late-night 10pm showing of 'Coronation Street'.
The 20-second ad showed a woman who appeared to be having sex with an unseen partner, and used the voiceover "designed to give you both a warm sensation". Trojan Condoms boasted that it was bringing the first orgasm to British advertising with the spot.
The ad had already been cleared by the Broadcast Advertising Clearance Centre to be screened after the 9pm watershed, with an added requirement that it be scheduled sensitively.
But the viewers who complained said that it was overly explicit. Some of them added that they could accept condom advertising in the context of a safe-sex message but that they thought it was irresponsible to connect the product with enjoyment of sex.
In its ruling, Ofcom said: "We felt while the advertisement was strongly suggestive it was not explicit, and didn't think it was out of place after 9pm. We believe that the BACC's decision to apply a post-9pm restriction with a requirement for sensitive scheduling was correct and appropriate."
The campaign is due for another burst this month.
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