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13 Jul 2007
The Department of Health has launched an online viral ad campaign encouraging surfers to create their own 1970s-style porn films.
The campaign was created by ad agency Grand Union and forms part of the Department's wider Condom Essential Wear campaign to promote safe sex.
The Private Dick Movie website offers users 'Your big chance to make a gritty detective thriller starring your mates'.
On entry visitors are prompted to enter their name and those of a few friends, and to set the scene from a list of options.
The 'personalised' film, resembling a grainy, sepia-soaked 1970s porn film, is then played back with the entered names appearing in the subtitles. Although highly suggestive, and somewhat risqué, there is no nudity in the clips.
Budding directors then have the option of replaying the clip or sending it to friends.
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