The Motion Picture Association of America last week put the kibosh on TV spots tying LifeStyles Condoms to Universal Studios’ “American Pie 2.” The move made LifeStyles parent Ansell Healthcare red in the face after it publicly criticized the studio for being a prude.
Red Bank, NJ-based Ansell issued a heated statement last week after learning that the spots had been cancelled but before receiving the full story on why. “LifeStyles had committed to substantial television advertising as part of its promotional deal … but when it came time for studio execs to approve the ad, they backed out of the agreement, saying they didn’t want to be associated with a condom company on broadcast TV,” the statement said.
As it turns out, Universal planned to run the spots until they got a thumbs-down from the MPAA, which has a policy prohibiting condoms from being placed in movie ads aimed at the general public. Universal reportedly tried unsuccessfully to negotiate a compromise.
LifeStyles’ deal with Universal included product placement in the ribald teen comedy, an online effort, and a sweepstakes.
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