Hasta La Creative!

Isobar Canada turns up the heat in the most Canadian way possible with its new spot for Durex Play Pleasure Gels, entitled “Play, Eh?” The 60-second spot presents a series of sexual positions, with a distinctly Canadian twist.

Among the positions explored in erotic, but not explicit, fashion are “The Maple Cinnamon Twist,” “The Niagara Falls,” “The Beaver Tail” and “The Maple Leaf.” Isobar keeps it simple, presenting the positions over an erotic soundtrack without any dialogue or voiceover, ending with the tagline “Why Wait?” and a shot of the gels. The tagline is meant to highlight that following the beginning of a relationship, many couples reserve their most passionate nights for special occasions, presenting Durex Play Pleasure Gels as a way to reignite a passionate love life. Viewers are then prompted to enter a giveaway for a chance to win VIP concert tickets. Launched on June 29, the spot arrived in time for Canada Day today, perhaps giving Canadian couples some new ways to celebrate.

“Lubricants sometimes carry a confusing stigma, because that’s how they’ve been sold through to consumers up until now,” Indresh Kohli, marketing sirector for Durex Canada, told LBB. “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!”

Credits:

Creative Agency: Isobar Canada
Account Director: Sara Langendoen
Art Director: Karen Lo
Chief Creative Officer: Kai Exos
Copywriter: Chris Serreo
Executive Creative Director: Steve Di Lorenzo
Producer: Jessica Krikst, Travis Cameron

Director: Andrew Chiu

There’s lots of sexy smartphone functionality out there, but not too much that’s actually sexual. But now, Durex claims to have discovered phone technology that helps couples get closer in the bedroom.

Check out the video below, which has notched an impressive 21 million views in just five days. Seems people are craving tech-enhanced sex—or perhaps its opposite.

The campaign also supports this event happening later this month.

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. 

Ao som de Moonlight Sonata, de Beethoven, a Durex apresenta uma compilação de alguns dos piores momentos que a paternidade oferece no filme Protect Yourself. Em vez de falar sobre a prevenção às doenças sexualmente transmissíveis, ou mostrar produtos que contribuam com o prazer do consumidor, a marca de camisinha parte da premissa que um preservativo é capaz de evitar algumas das situações imaginadas pelo diretor Paul Santana e a produtora Supply and Demand.

Talvez mais convincente que a bagunça das crianças seja o fato de que os pais sempre acabam atingidos no saco pelas travessuras dos pestinhas.

No final das contas, é uma visão infernal da paternidade, que nem sempre corresponde à realidade. Afinal, as crianças são reflexo de seus pais. Mas que o argumento pode convencer muitos, ah, isso com certeza pode.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Um experimento da marca de camisinhas Durex, na Austrália, criou a primeira lingerie vibratória mobile que se tem notícia. A Fundawear é controlada via aplicativo no smartphone, e o toque nos botões ativa sensores instalados nas peças de roupa íntima.

A Durex chama sua invenção de “o futuro das preliminares”, destinada a casais separados pela distância (geográfica, não emocional). Porém, se tem gente que conversa pelo celular/computador estando na mesma casa/escritório, não é difícil imaginar gente querendo fazer todo o resto via app.

A Fundawear não esta à venda, mas uma promoção no Facebook da marca promete premiar os participantes com a inovação. Nos vídeos abaixo, a Durex detalha a tecnologia por trás do projeto.

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Com a proximidade do Dia Mundial da Luta Contra a Aids, comemorado em 1º de dezembro, a Durex lançou uma campanha bacana que integra responsabilidade e mídias sociais. Tudo começa no hotsite 1share1condom, onde é possível obter informações sobre o combate ao HIV/Aids, além de acessar vídeos e conhecer o trabalho das entidades parceiras. Mas o mais legal é que, para cada fato sobre o o vírus e a doença compartilhado com a hashtag #1share1condom, a Durex promete doar uma camisinha para os grupos de combate a Aids.

O objetivo é alcançar 2,5 milhões de compartilhamentos – que representa o número de pessoas infectadas pelo HIV somente em 2012. Parece absurdo pensar que apesar de todas a informação e campanhas de conscientização esse número seja tão alto, mas isso é o que torna ações como essa ainda mais necessárias.

A campanha foi lançada ontem, e quando este post foi escrito, o número de compartilhamentos/doações estava por volta de 750 mil. Será que eles conseguem atingir a meta até sábado?

Post originalmente publicado no Brainstorm #9
Twitter | Facebook | Contato | Anuncie

Advertising Agency: Publicis, Singapore
Creative Director: Rodd Chant
Art Director / Illustrator: Eryk Tam

Advertising Agency: Publicis, Singapore
Creative Director: Rodd Chant
Art Director / Illustrator: Eryk Tam