The MTV #USEITDICK campaign, launched in Brazil in 2013 by agency Loducca, presents a direct and bold approach to promoting condom use. The brand proposition centers on cutting through the fatigue and repetitiveness surrounding traditional safe sex messaging by delivering a blunt, memorable call to action: use condoms without hesitation or excuses. MTV positions itself as a candid, no-nonsense communicator that challenges the audience’s "idiot doubts" about condom use, offering a straightforward solution encapsulated in the hashtag #USEITDICK.
Strategically, the campaign taps into a cultural frustration with typical condom advertisements that often lack impact or fail to resonate with younger demographic segments. By employing humor and an edgy tone across three distinctive film assets—Male Mermaid, Jumping Jacks, and Tennis Player—MTV connects with a youthful, media-savvy audience accustomed to viral and irreverent content. The creative angle relies on absurd scenarios and playful irreverence to dismantle common misconceptions or hesitations about condom use, positioning safe sex as a simple, unquestionable choice. Leveraging social media-friendly formats and a provocative hashtag further ensures shareability and engagement within the target segment. This approach reflects MTV’s broader brand identity as a candid cultural authority willing to engage sensitive topics through humor and contemporary relevance rather than traditional health communication methods.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This MTV campaign directly addresses the fatigue and confusion surrounding condom use through a humorous, no-nonsense approach. Each film presents "idiot doubts"—exaggerated, silly questions or hesitations about using condoms—making the problem (ignorance or apathy about condom use) explicit. MTV's blunt catchphrase, "#USEITDICK," acts as the immediate, definitive solution. The recurring narrative structure is problem (doubt/question) followed quickly and unambiguously by MTV’s solution, embodying the essence of Format #2. There is no extended storytelling, symbolism, user imagery, or parody; the core creative device is problem exposure followed by direct resolution.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Globo – Market Positioning
As Brazil's largest media conglomerate, Globo dominates TV entertainment and news, offering broad reach and trusted content. It positions itself as the primary source for mainstream entertainment, telenovelas, and cultural programming, with a strong emphasis on national identity and mass appeal, leveraging its vast network and production capabilities.
2. Multishow – Market Positioning
Multishow targets a younger, entertainment-savvy audience with a mix of music, comedy, reality shows, and pop culture. Positioned as a vibrant, trend-conscious channel, it differentiates through youth-focused live events, exclusive concerts, and dynamic programming tied closely to Brazilian urban culture.
3. Band (Rede Bandeirantes) – Market Positioning
Band emphasizes diverse programming including sports, news, and entertainment with an innovative and edgy tone. It appeals to viewers seeking alternative content outside Globo’s dominance, focusing on live events, investigative journalism, and comedic formats that blend entertainment with current affairs.
4. Comedy Central Brazil – Market Positioning
Focused exclusively on humor, Comedy Central Brazil targets young adults with syndicated and original comedic content. Its positioning hinges on edgy, irreverent comedy that resonates with urban millennials, offering a global brand with local adaptations to capture Brazil’s growing appetite for stand-up and satirical entertainment.
5. YouTube Brazil – Market Positioning
As a digital-first platform, YouTube Brazil empowers user-generated content creators and brands, positioning itself as the hub for grassroots entertainment and interactive media consumption. It appeals to younger, tech-savvy audiences through personalized, on-demand video content across genres, disrupting traditional broadcast models with democratized content distribution.
Q: What is #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks about?
A: #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks is a 2013 campaign created by the agency Loducca for MTV in Brazil. The campaign consists of three short films—Male Mermaid, Jumping Jacks, and Tennis Player—each presenting exaggerated, absurd questions about condom use. MTV responds to these so-called idiot doubts with a blunt, humorous catchphrase: #USEITDICK. By sidestepping the usual preachy tone of safe sex messaging, the campaign aims to engage a youth audience fatigued by traditional approaches, using humor and directness to promote responsible condom use in a culturally resonant and memorable way.
Q: What creative device does #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks use?
A: #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks employs the Show the Problem format, as classified by Clapboard’s 12-format taxonomy (FORMAT#2). Each film highlights a relatable problem—confusion or apathy about condom use—by dramatizing absurd questions or hesitations. MTV’s response is immediate and unambiguous: #USEITDICK. This creative device strips away extended storytelling or symbolism, instead exposing the problem and delivering a direct, memorable solution. The campaign’s structure is designed for clarity and impact, ensuring the message is both unmistakable and shareable.
Q: What is the campaign proposition for #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks?
A: The campaign proposition for #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks centers on MTV’s commitment to cutting through the fatigue of conventional condom advertising with a bold, no-nonsense message. Targeting a youthful, media-savvy Brazilian audience, MTV positions itself as a candid and relatable voice, challenging the excuses and misconceptions that often surround condom use. By leveraging humor, irreverence, and a provocative hashtag, the campaign reframes safe sex as a simple, unquestionable choice, aiming to drive engagement and normalize responsible behavior within the context of contemporary youth culture.
Q: How does #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks rank in Clapboard's archive?
A: #USEITDICK, Tennis Player, #USEITDICK, Male Mermaid, #USEITDICK, Jumping Jacks holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in MTV's category?
A: In Brazil’s media and entertainment sector, MTV competes with several key players. Globo dominates mainstream television with broad national appeal and trusted content, while Multishow targets a younger audience through music, comedy, and pop culture programming. Band offers diverse and innovative content, appealing to viewers seeking alternatives to Globo’s dominance. Comedy Central Brazil focuses exclusively on edgy humor for urban millennials, and YouTube Brazil disrupts traditional models by empowering user-generated content and on-demand viewing for a tech-savvy, youthful audience.
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