Durex encourages couples to ditch Valentine's Day clichés

Durex, the condoms brand, is encouraging couples to ditch clichés around Valentine's Day and just have sex.

The ad, created by Havas London, shows a couple mowing down circles in a field of roses, and then crashing into each other with gleeful expressions.

It follows research by Durex which found that 49 per cent of Brits do not look forward to Valentine’s Day. Forty per cent said Valentine's Day is a cliché and 43 per cent said they would like to try something new.

The ad was created by Barnaby Packham and Daniel Bolton. It was directed by Wilfrid Brimo through Wanda. ZenithOptimedia handled the media planning and buying.

Alix Fox, the sex and relationship expert at Durex, said: "Valentine’s Day is supposed to be the most romantic day of the year, but sadly it can easily turn into 24 hours of predictable disappointment.

"Durex’s research shows that a third of Brits want more spontaneity in their relationship, so we wanted to develop a campaign that would encourage people to substitute the stereotypical, commercialised Valentine’s ideas with a focus on doing something that is personal and meaningful to them."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

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
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More