Flavored condoms generally come in sweet and fruity flavors, like strawberry, grape and banana. Now imagine one that tastes like eggplant.
Durex is retaliating against the Unicode Consortium, after the tech-standardization overlord in August rejected the marketer’s bid for an official condom emoji, by launching a gag campaign about the launch of a savory rubber based on the phallic purple plant—which, in millennials’ texts about sex, has become a popular metaphor for dick.
Lil Dicky, the chart-topping MC, is back with more comedy gold for Trojan condoms.
David Burd, whose 2015 debut studio album Professional Rapper hit No. 1 on both Billboard’s rap and comedy charts, anchored a clever, nervous, long-form PSA earlier this year, sponsored by the condom brand, about the dangers of unprotected bathroom sex.
Now, he’s starring in two much slicker but plenty ridiculous new TV commercials, created with agency Colangelo, slated to first air this Sunday during the MTV Video Music Awards. (Trojan has a broader partnership with the youth-focused network, funding its how-to guide on sex and relationships.)
A new fashion-flavored campaign is putting a new spin on the idea of a full-body condom.
To prove how comfortable its proprietary non-latex material really is, condom brand Skyn decided to create a line of athletic wear, and put it to the test.
Most condom ads are all about sensual pleasure, but what if the product is just too good at delivering that? That’s the theme of three 15-second spots for Okamoto condoms from Cleveland agency Marcus Thomas. The ads suggest a remedy for the problem, and it brings some levity to an often overwrought category. Via AgencySpy.
Everyone loves a good long-copy print ad. And here’s a clever one from FCB Lisbon for Harmony Condoms that stretches out the phrase “Oh my God” into an impressive 1,000-word sentence. The tagline: “Looong-lasting pleasure.”
Trojan is jumping on the 50 Shades of Grey movie hype bandwagon. But the condom brand doesn’t seem all that impressed by the franchise’s BDSM-light theme.
A new two-minute slapstick ad (directed by Laura Murphy, best known for her work on MTV’s Girl Code) pokes fun at a man and woman in couples therapy, discussing their misadventures trying to use the popular romance novel as a sort of Bondage for Dummies—even though the dude hasn’t bothered to read it.
Unsurprisingly, he’s the bigger doofus, though she also pulls her weight. And thankfully, she does kick him in the face, at one point. Eventually the therapist waves some magic word wand about feelings, and the couple rush off to bone in the car.
The takeaway, apparently, is that Trojan saves the day by making bad try-hard sex into good comfortable sex. “Get out of the grey area, into 50 shades of real pleasure,” reads the tagline.A 15-second teaser for the longer ad will also run in movie theaters—50 Shades of Grey, the film adaption, comes out Feb. 13, and the promotional push is in full swing, with rabid fans claiming they’re watching the YouTube trailer on repeat and Deadline Hollywood predicting a $60 million opening.
In other words, Trojan is making a play to charm people who are curious about the kink but ultimately deem it all too weird for their own enjoyment. (For what it’s worth, BDSM experts seem to think the book is nonsense, too.)
Regardless, everyone can agree that the guy in the Trojan ad should have picked another safe word.
When the mood is right but you’re all out of condoms, most amorous adventurers would simply run to the 24-hour pharmacy. But in France, the back-up plan seems to be a tad more mundane.
In a series of new anti-AIDS ads from TBWA Paris, the participants in a would-be threeway end up interlocking jigsaw puzzle pieces rather than limbs, and several couples find equally bland ways to spend their naked time together.
While the premise is rather silly, it’s a charming way to tackle a decades-old message that usually feels like a high school lecture. And hey, a naked puzzle party doesn’t sound all that bad.
Don’t fake it—on or off the football field—says Durex.
The condom brand is hoping to capitalize on excitement around the World Cup—and particularly, the spectacular dives that players take while competing after barely getting touched—with a new #DontFakeIt campaign aimed at keeping consumers busy in the bedroom.
The goofy ad below shows soccer players who look like they’re from the local recreational league offering ridiculously melodramatic performances—trips, grimaces, flops. Naturally, it’s all in slow motion, and there is opera music playing in the background. It’s chuckle-worthy not only because it’s absurd, but because it’s not that far from the reality (though the stakes are considerably lower).
Durex also conducted a survey that found 40 percent of 2,000 men asked would turn down their partners in favor of watching a game, with many offering hackneyed excuses about not feeling well. The campaign’s tagline, though, obviously calls to mind a different kind of faking—one that Durex has opposed for some time. So, you know, wherever you are and whatever you’re doing, don’t fake it.
It’s all reminiscent of Puma’s “Love or Football” work from a few years back, which offered a psychology study of hardcore Newcastle United fans to see whether they cared more about their wives and girlfriends, or their team. In that case, the women prevailed, slightly. That was club soccer, though.
Earth Hour—a worldwide event where people turn off their lights to raise awareness of energy consumption—will be March 29 from 8:30 to 9:30 p.m. in your local time zone, which Durex says is a great time to use its product.
The condom brand's newest ad is remarkably sweet, which seems to be a trend for the category these days thanks to Trojan's surprisingly subtle creative and Gun Oil's tear-jerkingly romantic lube ad. It features several couples engrossed in technology—tapping on iPads, talking on phones, playing video games—and then shutting it all down for a little old-fashioned adult activity time, without the need for lights or even any live tweeting.
It's a clever way for Durex to capitalize on an Earth-conscious event and the popular lament that our society is a little too digitally connected.
We are, however, a little concerned for the couple on the carousel.
Hey bros, you already get your razors and pomade through a monthly subscription service. Now you can get right to the point and buy your rubbers through one too.
A new startup called The Cocksman Club will mail members condoms in discreet packages, sparing you the awkwardness of making a responsible purchase in public.
The service and its promo video owe a lot to Dollar Shave Club which, sadly for The Cocksman Club, already laid claim to billing its own wares as "f***ing great." Instead, the newcomer's sales pitch, which naturally includes a rooster in a top hat, focuses on promoting safe sex. Or, in its final summary of why you should join, "Do it for your d*ck."
The service even has different price levels—and fratty monikers—for light and heavy users. Though anyone who actually calls himself "The Legend" is probably going to end up with a lot of product somewhere collecting dust.
Colangelo's new TV ads for Trojan are refreshingly quiet and subtle, with adults and a male teenager alluding to sex without snickering or blushing. That said, the subject behind the dialogue-driven ads, which break today and were directed by Gavin O'Connor in his commercial debut, is never in doubt.
In "Big Date," the teen, in an interesting role reversal, plants a condom in the shirt pocket of his middle-aged dad who's leaving for a date. "Miss You" shows a boy longing for his traveling dad as much as his mom misses her man, only to smile when she finds a Trojan present from him in a dresser. "Happy Birthday" is the only ad set in bed, with a thirtysomething couple celebrating some early morning action. But hey, they're relaxed about it, so you don't feel creepy watching them.
Indeed, this campaign is more mellow than naughty, so much so that TV networks will air the ads earlier in the evening than they have in the past, according to Dave Clemans, Colangelo's executive creative director.
The tagline, underscored by three simple piano notes, is "Real. Good. Sex."
CREDITS Client: Church & Dwight Brand: Trojan Agency: Colangelo Executive Creative Director: Dave Clemans Creative Directors: Chris Stevenson, John Wagner Art Director: Wendy Shapiro Agency Executive Producer: Ilene Richardson Managing Director: Jim O’Neill Group Account Directors: Elizabeth Geary, Dan Liu Director: Gavin O’Connor Production Company: Saville Productions Executive Producer: Rupert Maconick Head of Production: Michelle Traviniski Producer: Jay Spangler Director of Photography: Mandy Walker Editorial: The Cutting Room Films Editor: Brian Sanford Editorial Executive Producer: Melissa Lubin Editorial Senior Producer: Eytan Gutman Color: Light of Day Colorist, Online Editor: Joe Wenkoff Flame, Visual Effects: Colin Stackpole Sound Mixer: Walter Bianco
This Australian ad for the Naked brand of condoms was destined for a ban from TV, and got it, but the specific reasoning is pretty stupid. Australia's FreeTV Commercials Advice Department, which refused the ad for commercial broadcast, requested "the removal of all sexual references," which is difficult when you're trying to sell condoms. Plus, CAD's demands are too broad. Just for fun, they should ask for the female actor not to specify which parent she's talking to during sex, and for both actors to have at least one obvious physical imperfection. The spot was written and directed by comedian Gary Eck.
A trade group for the pornography industry called for a moratorium on production after the third performer in less than a month tested positive for H.I.V.
Durex Australia and agency Havas Worldwide in Sydney have invented Fundawear—underwear that's fun to wear because it allows your partner to remotely operate sensors and "touch" you over the Internet. Tickle her titties or send a jolt down under with electric pulses from sensors built into the underwear and controlled via a cellphone app. I guess when you can't be close enough to use a condom, it's the next best thing. The idea is just one of the brand's "Durexperiments" (why are science-y projects so popular in ads all of a sudden?). It's pretty awesome, and designed for viral success, but of course when they call it a world's first in the video, it's not. Remote-control sex toys have been around for ages. Many of the female ones are wearable, and you know there are even existing phone apps to control them long distance. But who gives a bleeping flip? It's a great experiment. Want your own pair? You have to enter a contest on Durex Austrialia's Facebook page. Or jury-rig a Tens unit.
THE ORIGINAL? CESVI Giant Condom Mob / AIDS Awareness – 2009
Source : Paperplane
Agency : Unknown (Italy)
LESS ORIGINAL :
Durex / Israel Aids Task Force – 2010
Source : DirectDaily
Agency : Obsessive Creative Mkg (Israel)
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