This chilling video redefines the concept of ‘safe sex’ and advises couples to shut their phones

The words “safe sex” are usually associated with contraceptives that can help prevent pregnancy and sexually-transmitted diseases. In their new advertisement (above), however, a condom company adds another layer of meaning to the idea of “safe sex”.

Taking a break from pickle-flavoured condoms and controversies, the advertisement depicts a newly-wed couple trapped in their own smartphone-led indiscretion. The story is neither unique nor new, and that’s exactly the point of the video.

And hence the message: “Always indulge in ‘safe’ sex and #ShutThePhoneUp.”