Raising the Bar for Durex Sheik

By Jim Osterman





ATLANTA–If a condom advertisement can be implicit and explicit at the same time, then it is probably one of the four new television commercials for Durex Sheik from McCann-Erickson here.





The purpose of the campaign is twofold: educate consumers about using condoms for safe sex and reinforce the incorporation of the Durex brand name on Sheik products.





All four ads begin with the same visual: a plain, animated white bar against a color background. What happens next depends on the campaign’s various themes.





In ‘Original,’ one hears the sounds of an amorous couple engaged in foreplay, though no words are spoken.