MTV is launching a new sex education series on Snapchat, with Trojan condoms lined up as sponsor.
The ‘Pants Off’ programme marks MTV’s first series created specifically for the app.
Schedules over 8 weeks, the series explores sex and relationships and will takeover MTV’s Discover channel every Saturday for the next two months.
Each weekly edition will include 12 to 14 articles, videos and images.
“We’ve been playing around with formats on Snapchat for the last couple of months,” said Garth Bardsley, VP of video at MTV Digital. “We’ve got a development pipeline of all different types of content that we’re working on—whether it’s scripted or more docuseries or themed days—with the Snapchat platform in mind.”
Trojan is sponsoring all eight takeovers with custom ads made by MTV’s in-house team that feature the tagline, “Use a condom every time. Responsible AF.”
The brand is a long-time MTV advertiser and worked with Green last year to create a digital video series aimed at educating millennials about safe sex.
Trojan will use the format to experiment with specific parts of the creative process, such as playing with the exact second the Trojan name appears in its 10-second spots.
Some of Trojan’s creative can be seen below:
The campaign marks the second time that Trojan is advertising on Snapchat after sponsoring the app’s Spring Break Live Story in March. Trojan’s ads ran within the MTV Discover channel as part of the deal.
As part of its new drive to reach millennials on Snapchat, MTV is also bringing back Cribs, the TV show that launched in 2000 and featured tours of celebrities and artists’ homes.