Getting it on...

Durex constantly amaze me with their cheeky, yet extremely creative, advertising and, following on from their brilliant Durex Performa campaign, they have recently released this audacious advert in conjunction with their 'Get It On' campaign. I love the imaginative use of the condoms in the ad - a testimony to Durex's utterly audacious ability to be ostentatiously outrageous, which here allows consumers to relate to both the brand and the message, through intelligent, if raw, humour. Instead of warning against the dangers of unprotected sex, Durex focus on the playful quality and therefore integrate their condoms into this element of fun. It is made all the more effective by taking what is a traditionally mature subject and turning it into a childish, pseudo-slapstick sketch - it is, in short, three bulbous balloon animals (dogs I think) performing x-rated acts upon one another. Durex’s message is camouflaged, yet provocative - enveloped deep within the garish, comical surface. This campaign has generated huge interest - something that I believe is indicative of the fact that if you give people something outrageous, yet interesting, it will get passed around...

Simple, but effective.