LAST CALL: Florida agency gets all 'protectionist'

CreatAbility in Coral Gables, FL, is a mid-size PR agency. And

staffers will be the first to agree that size does matter, thanks to new

client Lifestyles Condoms.

The firm's "Hispanic is Bigger" three-month integrated campaign is

targeted at Hispanic twentysomethings. One element is

T-shirt-distributing guerrilla street teams that travel in a "Condom

Mobile" - an SUV wrapped in a Lifestyles ad - and on Malagutti scooters.

Samples of the product attached to postcards with perforated, detachable

rulers, ask, "Are you small, medium or large? Condoms for all


The inspiration for the campaign came from Lifestyles' Penis Size Survey

performed in March 2001. Alejandro Barreras, creative director of

CreatAbility, said "Basically, we take advantage of their 'macho'

attitudes and challenge them with humor, while bombarding them with the

brand message."

And they say PR folks are just a bunch of stiffs.

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