There’s a hot new rap video on TikTok, That Kid CG’s FYP (For Your Penis), which riffs off TikTok’s For You Page. The video is also on Durex’s YouTube and Instagram pages; the song also lives on That Kid CG’s artist profile on iTunes, Spotify and Deezer. The work by VaynerMedia promotes safe sex and mythbusts the idea that bigger is better.
That Kid CG is Craig Lashley, a creative at VaynerMedia who came up with the idea. The other two rappers in the video are VaynerMedia senior creatives, Katie Haller and Danny Chamberlain, who wrote their rap verses.
The idea was triggered by an ASMR unboxing video that prompted responses from TikTokers questioning why it kept coming up on the For You page. Durex responded with The Real Meaning of FYP.
The rap resulted in 3.7 million organic views, 18,400+ shares, and increased Durex’ TikTok followers by 27,000+. So it was developed into a full campaign.
@durex_usa Replying to @timmytrain.45 @ThatKidCG got bars (and condoms) for days #raptok #newmusicvideo #fyp #rapcaviar ♬ original sound – Durex_usa
@durex_usa This ones for the responsible hoes. @halleratyou #raptok #fyp ♬ original sound – Durex_usa
@durex_usa The more you learn about how to please your partner, the better sex is for everyone involved. But they don’t talk about that in s3x ed. #fyp #newmusic #raptok #powerpoint ♬ original sound – Durex_usa
Credits:
Client: Reckitt Benckiser (Durex)
CEO, Reckitt-Benckiser: Laxman Narasimhan
SVP, Global Category Growth Officer: Olga Osminkina-Jones
Head of House of Durex: James Vickerstaff
Senior Brand Manager: Mathilde Capart
Global Brand Marketing Manager: Nicolò Scala
Global Head of Content & Publishing: David Lopez-Rotzetter
Global Marketing & Communication: Lewis Taffs
Associate Brand Manager: Luc Ponvert
Agency: VaynerMedia
Chief Creative Officer: Rob Lenois
Executive Creative Director: Aaron Howe
Group Creative Director: Mark Krajan
Senior Creators: Katie Haller & Danny Chamberlain
Creator: Craig Lashley
Chief Strategy Officer: Wanda Pogue
SVP, Strategy: Georgie Ramamurthy
VP, Strategy: Landon Brown
Senior Strategist: Joshua Goodman
Strategist: Ahmed Sabih
Managing Director: Lisa Buckley
SVP, Client Services : Jonathan Murtaugh
Vice President: Shahaab Quraishi
Account Director: Franziska Pugh
Account Executive: Issa Peña
Director, Project Management: Jocelyn Liang
Senior Project Manager: Anna Guo
Senior Producer: Stephen Sislen
Production Company: Harlem Roots Productions
Director: Wheaton Simis
Executive Producer & Managing Partner: Rodney Byerson
Post Production: Eva Nosidam Los Angeles
Editor: Sean Barrett
Executive Producer: Bobby Wittenberg
