Marcom house Scelba, Scelba, DeTitta & Wolfson, Montville, N.J., claimed an industry first by getting the syndicated Howard Stern radio show to run Ansell-America's LifeStyles Condoms commercials through May.
The 60-second spots, which began last month, are the first condom ads to be read live (versus used in a taped format) on air. SSD&W has been overseeing PR and marketing for the Lifestyles brand for three years. (SSD&W, 201/263-5292)