Gotta love this ad. Placed right in the middle of Barcelona, Durex certainly know how to grab the public’s attention and spread their message. Its amusing that all it takes is the same word 5 times in a row and our mind automatically turns to sex. Actually, they probably could have put the “Si” in once and 90% of the men would have drawn the same conclusion. And clearly they are drawn to it subliminally because every guy in the shot is conveniently positioned right underneath the Durex logo. Although they are all conveniently looking away from the board. Reminds me of the Google Street View image where the guy is caught walking out of the sex shop.
I like the use of second billboard, really gets the “prolong the pleasure” point accross. You’d only ever get away with an ad like this in Europe. I can only imagine the uproar it would cause if they put something like this up in plain sight in America: “Think of the children”. Its a handy way to remember where you parked the car as well, just underneath the double condom ad.
We all know that sex sells. But at least Durex have gone a little differently to the usual picture of a striking blonde in a raunchy pose. The spanish slogan really rolls right off the tounge “Prolonga el placer”. Condom makers must have great fun when thinking up their new campaigns…
Advertising Agency: Ciacomunicacion, Barcelona, Spain
Creative Director: Juan Pablo Caja
Art Director: Roger Cano
Copywriter: Jordi Lucas