Sex sells Durex. So Durex has released two sex act video ads.
The tagline of Isobar Toronto’s Durex ad is Why Wait?
The ad makes sure that you won’t. It is, in a nutshell, two naked people demonstrating four sex positions: The Maple Cinnamon Twist, The Beaver Tail, The Niagara Falls and The Maple Leaf. There’s a token product shot added at the end. Token, because by the time you get through the entire 1.09 minutes, it’s quite possibly too late to go to the shops first.
The idea of the campaign is to make every night play night, with Durex Pleasure Gels. And its target market is couples for whom the first flush of desire has waned.
“With a campaign this racy, there’s always a risk as to how a conservative audience might react. Bringing something new into the bedroom isn’t a naughty secret anymore – so we had to go out on a limb to demonstrate that. It’s 2015, and this is a fun way to make a good sex life, even better,” Steve Di Lorenzo, executive creative director at Isobar Canada, commented.
The ad called Play eh? ends, rather oddly, with an invitation to do something other than have sex immediately – to win VIP tickets to 1 of 3 Durex Play Nights summer concerts. Fans coming to the concerts with purchased tickets can get an on-the-spot VIP upgrade through an on-premise activation.: the “Naughty Name Play Game” invites couples to demonstrate their sexual prowess by naming the positions they see before them (to know all of them, they have to have seen the film).
“Lubricants sometimes carry a confusing stigma, because that’s how they’ve been sold through to consumers up until now. Durex Play Pleasure Gels isn’t about saving your struggling sex life, it’s about making whatever sex you’re having the best it can possibly be. We wanted to show Canadians that great sex isn’t something they need to be apologetic about!” Indresh Kohli, marketing director for Durex Canada, explained.
Creative credits:
Creative Agency: Isobar Canada
Chief creative officer: Kai Exos
Executive creative director: Steve Di Lorenzo
Copywriter: Chris Serreo
Art director: Karen Lo
Producers: Jessica Krikst & Travis Cameron
Director: Andrew Chiu
Meanwhile Japan Durex is promoting Real Love with Durex Tonight, with a 120 second video showing how to achieve very many of the Kama Sutra positions.
The ad is for its Real Love line of condoms, its weirdness enhanced by the fact that the man and are also acting out a wrestling match.
