Sexual innuendo and monster children have been used to sell condoms since, well... forever. So it’s refreshing to see a new approach in this well-trodden category.

From Japanese hotshop GT Inc Tokyo comes a simple (and dare we say beautiful) condom ad campaign. "Love Distance” is based on a simple story - a young couple living in two separate cities has an argument. Separated by distance (over 1,000 kms), they start running to meet each other to prove their love. The distance between them is shown in millimetres, that count down as they get closer and closer. The ad finishes on 0.02 millimetres - the thinness of the condom.

The campaign followed the lives of the two lovers over a month and included a huge teaser campaign online, with characters’ profiles, real-time videos and blog entries. Explore the campaign website here: http://www.lovedistance.jp