A rather saucy new campaign for Durex Canada attempts to reignite the passion between young couples who might have let their flames die down, or keep them in reserve for “Special occasions.” The “Why Wait” campaign encourages spontaneous moments of sexual passion, and does so by inventing a lightly comedic series of sex moves inspired by the True North (feel free to add your own “Beyond the wall” jokes here). The campaign was created by creative agency Isobar Canada, with Media by Aegis Innov8, and appears to take heavy inspiration from Durex Japan's “Real Love” Kama Sutra campaign.
The campaign is headlined by a slyly suggestive film called “Play, Eh,” which lends a series of erotic sex position a cheeky Canadian twist
The multi-channel national campaign has been designed by Isobar Canada to push the sexual health brand's range of Play Pleasure Gels, by shifting the perception of lubricants into a natural and healthy part of a normal young couple's sex life. Young couples are empowered by the work to make any night into a potential “Durex Play Night,” with a slyly suggestive film (below) called “Play, Eh,” which begins as a typical, slightly cheesy ad showing couple's cavorting between the sheets, and then subtly reveals its true colours by giving each erotic sex position a cheeky Canadian twist, just in time for Canada Day! It's cheeky, sexy, and actually pretty damn funny. Just don't watch it with your parents.
Durex Play Nights Present: Play, Eh?
Driving home that a healthy relationship is about much more than sex, the film concludes with an invitation for viewers to enter a competition for their chance to win VIP tickets to 1 of 3 Durex Play Nights summer concerts. At the show, Durex is to provide a VIP experience for the winning couples, and fans coming to the concerts with purchased tickets also have the same opportunity to win an on-the-spot VIP upgrade through the “Naughty Name Play Game.” The game will take place on site at the concert, and invites couples to demonstrate their sexual prowess by naming the positions they see before them. Cross-platform social promotion will also be used to funnel consumers to the Play, Eh film, and the Durex Play Nights website through brand-owned properties, contextual ad placements, and influencer strategy.
The multi-channel national campaign has been designed by Isobar Canada to push the sexual health brand's range of Play Pleasure Gels
Indresh Kohli, marketing director for Durex Canada, said of the campaign: “Lubricants sometimes carry a confusing stigma, because that’s how they’ve been sold through to consumers up until now. Durex Play Pleasure Gels isn’t about saving your struggling sex life, it’s about making whatever sex you’re having the best it can possibly be. We wanted to show Canadians that great sex isn’t something they need to be apologetic about!” Steve Di Lorenzo, executive creative director at Isobar Canada, added: “With a campaign this racy, there’s always a risk as to how a conservative audience might react. Bringing something new into the bedroom isn’t a naughty secret anymore – so we had to go out on a limb to demonstrate that. It’s 2015, and this is a fun way to make a good sex life, even better.”
