Check-In Her Out

Usually it's embarrassing when brands jump on the social media bandwagon and force their product or service to include social media references in a desperate bid to be "cool" or "hip" or whatever the kids are calling it nowadays.

But this one from the Finish Aids Council, crafted by McCann Helsinki, is different.
I think it works, and it works really, really well.
Although comparing sexual connections to online social connections isn't exactly a novel or unique concept, I really do like the use of the 'Check-In' feature and of course its metaphorical reference.

These ads are eye catching (for obvious reasons) and straight to the point with a clear and concise message.

Although I can't tell whether that's a smile or grimace, my favourite is the female one. Ahem.

Previous ads jumping on the Social Media bandwagon:
Can't See the Wood For the Tweets
News Status Update
Folkin' Social Media
Social Net Wok
Social Drinking