05
Feb

Durex: Shatter The Clichés

Durex is suggesting couples ‘Cut the Cliches’ from their Valentine’s Day and instead spice things up in the bedroom. The condom brand’s multi-channel campaign will push the use of Durex Play Pleasure Gels to be more spontaneous and less obligatory to the more mundane rituals of romance such as roses and chocolate.

According to Steven Di Lorenzo, executive creative director at Isobar Canada, “Cut the Clichés,” is a sequel to last summer’s successful “Play, Eh??” campaign which was also designed to promote the brand’s gels and encourage couples to be more spontaneous. “Play, Eh??” introduced some very Canadian sexual positions such as “The Niagara Falls,” and “The Beaver Tail.” The spot recieved more than one million views on YouTube in less than three weeks.

Marketing director Indresh Kohl, said: “The goal of the campaign is to shift the focus of Valentines from forced gifting to building deeper connections with your lover through intimacy, enabled by Durex Pleasure Gels.”

 

 

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