In order to cut through a cluttered condom market, we developed a radio campaign in which each spot began with distinctive moaning sounds that reminded people strongly of sex. Then, through a voice over, we revealed what the sound actually was. This was the high point of the spot as listeners, to their astonishment, realized the sounds actually had nothing to do with sex.

These sounds were painstakingly created to ensure they fitted the bill even after being revealed what they really were. We ended the spots by suggesting "for what's on your mind, try Manforce Condoms."