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

Nowhere is the world more carefree than inside stock photographs. The sense of normalcy they communicate is so pervasive, it’s become cliché. Which is why it’s such a stroke of genius that Isobar Poland is developing a stock-photo bank using only models who are cancer patients or survivors.

Life for them, of course, has been anything but carefree. Thus, their involvement in the “Photos for Life” project is joyfully defiant on a few levels. It shows cancer isn’t a death sentence—indeed, that patients and survivors are just as capable of the most stereotypical happiness possible. And it lifts the gloom from the disease and bathes it in ridiculously perfect lighting.

Prices start at $75 for use on the web and in magazine, or as little as $8 for personal use. All profits go to the Rak’n’Roll Win Your Life! foundation to finance therapy for cancer patients. More images below.

CREDITS
Agency: Isobar, Poland
Managing Creative Director: Maciej Nowicki
Senior Copywriter: Jan Cie?lar
Senior Art Director: Rafa? Ry?
Photographers: Pawe? Fabja?ski, ?ukasz Zi?tek, Jacek Poremba, Karol Grygoruk
Production Company: ShootMe
Production Company Producer: Micha? Majewski
Graphic Designers: Adam Zawiasi?ski, Bart?omiej Bednarski
Programmer: Piotr Budek
Account Manager: Aleksandra Matuszewska
Integrated Director: Ewa Rzewuska-Wolska

Advertising Agency: Isobar France / Flying Circus
Creative Director: Jean-Christophe Manfredi
Art Director: Sébastien Crublet
Copywriters: Damien Liot, Julien Sens
Illustrator: Yeaaah!
Published: March 2008