Lil Dicky was already a proponent of condom usage and safe sex (and also a former ad writer), so leveraging my existing relationship with him and his team from my hip-hop journalism days to create content for Trojan Brand Condoms made perfect sense.
I’ll never forget this. I was sitting on my couch one night brainstorming ideas for a Trojan Spring Break activation when the idea hit me—“What if we got Lil Dicky to do something with Trojan?” I texted his manager right in that moment, and it was on from there.
The concept for our first content piece was "The Big Talk," based around the idea that at some point in your life, its customary to have a parent or older sibling or a health class teacher sit you down and have a "big talk" with you about the importance of safe sex. Well in this case, who better to really connect with the new generation about this topic than buzzworthy rapper/comedian and neurotic safe sex advocate Lil Dicky?
The client loved the concept, so we worked closely with Lil Dicky and his producer to create an honest and funny PSA about the importance of condom usage. We actually started with two PSAs—one digital and one radio—and then continued with a national television commercial after their success. Side note—I also produced the music for the radio PSA.
The partnership between Trojan and Lil Dicky—which I originally pitched back in late 2015—has continued on in various forms to this day.