Had to bring this item to your attention, partly because of the “controversy” but also because the ad is actually a good example of direct response copywriting.

In London, there has been a storm of outrage over billboards carrying the following headline…

“Want Longer Lasting SEX?”

The rest of the copy reads…

“Nasal Delivery Technology.  Call The Doctors At Advanced Medical Institute”

…and there is a 1 800 number to call.

(There’s an article in the UK “Daily Telegraph” here and there’s a photo of the ad here.)

As you can see from the photo, these ads certainly grab attention.

Now, the ad is actually aimed at Men, so the headline would be improved by adding “Men” at the beginning.  However, there are clearly space constraints.

Other than that, you can see that it follows the classic template for a classified ad.  Big benefit headline and promise.  A hint at a new approach and a simple call to action.

I’m a little unconvinced about using the wording “Nasal Delivery Technology”, but I’m guessing the advertiser ran some tests before splashing out on billboard advertising.

This campaign was actually first run down here in Australia in August 2008.  I remember seeing one of the ads in North Sydney.  Typically, they were placed on busy main roads and they certainly caught my attention!

(Must have been the Nasal Technology!)

The campaign stirred up complaints and opposition here as well and ended up being modified.

However, I’m guessing that the advertiser isn’t too fazed about all this.  After all, the coverage and publicity they are getting must be worth a great deal to them.

So, a good example of the power of controversy and how “Sex” is almost guaranteed to get attention.