In the latest series of ads for the French AIDS charity AIDES (from ad agency TBWA Paris), a ballet teacher, diving instructor, piano teacher and skydiving instructor each impart both their knowledge and a little extra to their partner. To get the point, you have to read the text, which explains that with the power of anti-retroviral drugs today, HIV positive people on treatment can pass on a lot to others, just not HIV.
This is not the first time that AIDES has taken a light-hearted approach in its advertising: ads over the years, including this spot featuring a sex-themed fairground from 2015 by Goodby, Silverstein & Partners, have not been afraid to be upfront about their subject, though in the past the emphasis has always been on condom use.
Here, for the first time, the charity aims to encourage wider knowledge of the latest scientific information, which confirms the effectiveness of anti-retroviral drugs. It seems strange to be laughing at ads from an AIDS charity, but perhaps this striking and optimistic approach is the best way to get the message across.
Agency: TBWA Paris
ECDs: Benjamin Marchal, Faustin Claverie
Creatives: Sébastien Skrzypczak, Morgane Alexandre
Photographer: Mathieu César
Production: Iconoclast Image