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.”