Durex: Go All The Way Together
1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]
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Links:
Product/Service:
Health & Safety producs
Client:
Durex
Brief:
Condoms are perceived as a pleasure inhibitor and often an obligation on the male half of a couple, who often don't take the initiative '“ because their pullout game is strong. Women, especially in Southeast Asia, also don't feel they have permission to ask for protection, causing unnecessary tension. The ironic result? Less sexual pleasure for both.
Solution:
A series of films showing tongue-in-cheek metaphors for abortive pleasure and hasty pull-outs (from prematurely ending a race to awkward moments on a water slide). These moments cue the Durex solution to amplify the couple's pleasure. In short, they are turning the perception of condoms from inhibitor to igniter.Each scenario positions the woman initiating Durex '“ challenging the cultural barrier of females having to wait for their male partner to make the first move.
