In order to drive consumers to its joint venture condom brand Sir Richard's, TDA Advertising and Design recruited the much-belittled '80s accessory, the fanny pack. The agency created a special pack and left it on bikes in major cities like N.Y., L.A., San Francisco and Boulder within a close distance to Sir Richard's retailers Whole Foods and Walgreens. The simple hang tag attached explains everything: "This is a complimentary fanny pack. When worn as a fashion accessory by a man, it makes for excellent birth control. No man has ever been seduced while wearing a fanny pack in the history of the fanny pack. In the event you prefer your birth control to involve actual intercourse, may we suggest Sir Richard's Condoms."
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