Joe Public Draws a Fine Line Between Playtime & 'Playtime' for Lovers+

Joe Public has developed a rather fun new poster for Lovers+. Lovers+ is a South African condom brand with the positioning “It's playtime.”

To really bring the pay off line to life, the agency illustrated the fine line between the type of playtime you'll enjoy when using a condom and the type of playtime one can look forward to without one, in a visually impactful and cheeky way. 

So with no condom, you will get to play with teddies, trains, planes, blocks and dollies to name a few. With a condom, you play with toys of the adult variety. This differentiating fine line is about 0.08 mm, the width of a Lovers+ condom. The copy at the bottom of the advert appropriately reads, “There’s a fine line between playtime and playtime.”