Health & Beauty (151)
When Durex synchronises music and sex
To promote its new condom range “Performax Intense Mutual Climax” helping couples to get in sync, the brand Durex launched a new advert showing vinyl records and turntables representing men and women. Each turntable plays a song and when the two songs are synchronized, the viewer discovers the famous Marvin Gaye’s classic hit “Let’s get it on”. The brand developed a Facebook app where a team of players has to slow down or speed up songs to be in sync.
Why it matters
Advertisers are often criticized for using sex to sell products, even if it sometimes has nothing to do with the product. It’s interesting to see that a brand specifically in this category talks about it in a different, more subtle way. Could this be the starting point of a new representation of sex in advertising?
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