Durex ad offers Play-ful reason to stay indoors

Durex is backing its Play products with a new winter campaign, featuring the recently introduced "Love sex. Durex" slogan.

The campaign, by McCann Manchester with media planning and buying by Universal McCann, breaks tomorrow (25 November).

The campaign features two TV ads – one for Durex's two in one massage range, and one for the Play lubricants, which will be supported by in-store, online and social media activity.

Both ads focus on touch and intimacy. The Play lubricant spot shows a scantly dressed woman stroking her boyfriend's neck with the product. He stops listening to his music and follows her upstairs. Whenever she touches him, sparkling gold patterns appear on his skin.

The two in one massage gel ad shows a couple undressing each other and also leaving a sparkling gold trail on each other's skin as they use the product.

The TV spots will air on Channel 4, E4 and Living tomorrow, followed by ITV2 and Fiver on Friday.

Anthea Benton and Believe respectively directed and produced the "Play lubricant" spot and Andy Saunders and The Mob Film Company respectively directed and produced the "2 in 1 massage gel" spot.

Big Buoy handled post-production. Dave Price is creative director, Dawn Hoskinson is the copywriter, and art direction is by Carol Naylor.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Stop and stare at what these nine brands did for the eclipse

You don't have to shield your eyes from social media during an eclipse - brands from DoubleTree by Hilton to Pizza Hut have found creative ways to capitalise on the total solar eclipse.

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).