WE CAN'T TALK ABOUT AN*L SEX
Durex can't talk about anal sex because the majority of mainstream media owners explicitly prohibit any reference to anal sex in advertising. So how can we launch a new anal lube product if we can't talk about it's benefits and what it's made for? We talked about it without talking about it.
OOH and social media content would take the audience to the website of the campaign, a safe place where talk, learn and understand more about anal sex is 100% allowed.
CAMPAIGN: Ad of the Day
ROLE: Copywriter AGENCY: Havas London
Print ad in one of the only magazines where we could talk about what the product is for.
In order to be accepted by social media channels, we had to hide part of the message.
DOOH
Copy:
WE SHOULD BE ABLE TO TALK ABOUT IT HERE. BUT WE CAN'T.
Let's change that. Search Perfect Gliss & join the conversation.
Copy:
WE SHOULD BE ABLE, BUT WE CAN'T TALK ABOUT ANAL SEX HERE. (The word ANAL is distorted by the animation so it can't be read all the time)
Let's change that. Search Perfect Gliss & join the conversation.
Localised OOH
In the second fase of the campaign, OOH near the point of sale would let consumers know they could find the product, but not what the product is made for.
