NEWS: Durex uses grinning youth to promote protected sex

Durex has produced a TV commercial that, it says, acknowledges that warnings about sexual diseases can be a turn-off for young people.

Durex has produced a TV commercial that, it says, acknowledges that

warnings about sexual diseases can be a turn-off for young people.



Instead, its latest pan-European TV campaign promotes the joys of

protected sex.



McCann-Erickson created the commercial with the line: ‘Durex Warning:

the feeling may last over 48 hours.’



Aimed at sexually active people in their late teens and early 20s, the

film was directed by Simon Cellan Jones, whose work has also included

episodes of TV’s Cracker.



The film broke across 37 countries this week on MTV and continues the

partnership between Durex and the satellite station.



The ad features a young man, seemingly so content in a prolonged sexual

afterglow that he can’t stop smiling, despite the increasing annoyance

of his flatmates.



Ben Langdon, the managing director of McCanns, said: ‘Durex has a

delicate balance to strike in reaching out to young people while

retaining the confidence of healthcare professionals.’



Durex says it aims to build on its core brand message of ‘protection

with feeling’, emphasising that it understands the pleasures of sex.



Debbie Zadeh, the Durex brand manager, said: ‘We believe humour is the

best way to appeal to the target audience and to underline how great

protected sex can be.’



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