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

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

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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