Charlie Sheen, Promoting Safe Sex, Backs New Condom

High-end sex toy marketer LELO has recruited the actor Charlie Sheen to appear in an advertising and marketing campaign for its new LELO HEX condom, which the company says is stronger than other condoms due to its revolutionary design. 

Sheen’s recruitment, of course, was no accident. He was selected in part due to his disclosure last year that he was infected with HIV. 

In a video about the product that was created by LELO’s creative shop, London-based Alpha Century, Sheen talks candidly about condom use, why he feels condom usage continues to decline and how the new HEX condom can transform the safe sex movement. 

“I think people associate the word 'condom' with less pleasure, with less connection," Sheen tells an off-camera interviewer in the video. "What may feel like five seconds of inconvenience, or a halted, or thwarted moment can absolutely prevent a lifetime of potential grief and suffering." The video can be seen here

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In addition to the recently launched video, the company is presenting two launch events this week in New York and London, with Sheen making appearances at both. 

The company has also launched a global, two-month long “HEX Appeal” project aimed at drawing 10,000 backers who can order the condom before mass distribution is launched in September. 

LELO’s engineers spent 7 years developing the new condom. The firm says they were guided by the discovery that to improve the strength of the product it wasn’t the material that needed to change, but the structure itself.  The HEX integrates 350 individual hexagons through its thin latex surface to help reduce slippage and tearing, per the company.

 

 

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