The New Durex Ad Defends Against Human's Wild Sexual Instincts
Jonathon Brown — February 12, 2013 — Marketing
References: durex & ibelieveinadv
Every Durex ad in this collection makes a sly reference to a different animal. This strategy is an interesting play on the instincts that usually take over when it comes time for love making. Despite such strong surges of adrenaline, Durex reminds you it’s important to stay protected.
For instance, everyone knows elephants never forget. So Durex encourages you to be like an elephant when it comes to protecting yourself during sex. Don’t forget or something unwanted might remind you next time around!
Durex also employs a clever pun regarding horses with the line “Your steed just got trustier,” and bears with “Keep the bearskin in the woods.” The bare reference is particularly clever because it plays on the homonyms bare and bear.
For instance, everyone knows elephants never forget. So Durex encourages you to be like an elephant when it comes to protecting yourself during sex. Don’t forget or something unwanted might remind you next time around!
Durex also employs a clever pun regarding horses with the line “Your steed just got trustier,” and bears with “Keep the bearskin in the woods.” The bare reference is particularly clever because it plays on the homonyms bare and bear.
Trend Themes
1. Animal-inspired Advertising - Opportunity for brands to harness the power of animal references in advertising campaigns to evoke emotions and capture consumer attention.
2. Clever Puns and Wordplay - Incorporating clever puns and wordplay in advertising can create a memorable and engaging experience for consumers.
3. Safe Sex Promotion - Promoting safe sex practices through creative and relatable messaging to raise awareness and improve sexual health.
Industry Implications
1. Advertising and Marketing - Opportunity for advertising agencies and marketers to explore creative ways of incorporating animal-inspired concepts into campaigns.
2. Consumer Goods (contraceptives) - Innovative product packaging, branding, and messaging within the contraceptives industry can help promote safe sex and differentiate brands.
3. Health and Wellness - Collaboration between sexual health organizations and creative agencies to develop impactful safe sex promotion campaigns with clever puns and relatable messaging.
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