A young baby making a funny face.
Did Olla Condoms go too far with its “Unexpected Babies” campaign? (Photo Credit: CC BY/Ms. Phoenix/Flickr)

Facebook friend requests are your online life’s way of telling you that you’re popular, important or have resources worth exploiting. For advertising agencies like Brazil’s AGE Isobar, that resource is money. So the agency came up with a unique Facebook friend request ad campaign for Olla Condoms that sends friend requests to young men under the guise of a warning from their unborn baby.

Unexpected babies come to call

The Olla Condoms campaign, entitled “Unexpected Babies,” is intended to function as a public service announcement targeted at young men on Facebook. AGE Isobar created fake profiles for babies, each named with the same name as the intended recipient, with “Jr.” affixed. Just below the stock image of a baby is a promotional message advising the man to “avoid surprises like this.”

The friend request includes a direct link to Olla Condoms’ website and a Facebook page for the baby that is loaded with Olla product promotions and direct-sale links.

Unprotected sex and what may be

Olla sees the “Unexpected Babies” campaign as merely an indication of what can happen when a man and a woman engage in unprotected sex.

“To show youngsters how important it is to use condoms, we decided to give them virtual sons,” says an Olla advertisement.

While other ad agencies have praised AGE Isobar for out-of-the-box thinking, others question whether the advertising tactic goes too far. While Facebook is a useful tool for contacting friends en masse, particularly when they are far away, some Facebook users question whether the level of access the social network grants advertisers has become creepy. Newser reader Cinnamon is one of many who may opt out:

“I’ll just risk missing frequent updates from everyone. Facebook is increasingly sounding like something out of ’1984′.”

Newser reader Dro_Trebor humorously suggests Olla Condoms go one step farther.

“In their follow-up campaign, they’ll capture photos of men from their Facebook page, digitally alter them to show the effects of tertiary syphilis, and then send the photo back with the same tag line “avoid little surprises like this” and a link to the company website.”

Olla Condoms’ ‘Unexpected Babies’ campaign



Adweek: http://bit.ly/vhomjT

International Business Times: http://bit.ly/rs1yDo

Newser: http://bit.ly/sTFVaJ

Olla Condoms: http://www.olla.com.br/

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