Earth Hour—a worldwide event where people turn off their lights to raise awareness of energy consumption—will be March 29 from 8:30 to 9:30 p.m. in your local time zone, which Durex says is a great time to use its product.
The condom brand's newest ad is remarkably sweet, which seems to be a trend for the category these days thanks to Trojan's surprisingly subtle creative and Gun Oil's tear-jerkingly romantic lube ad. It features several couples engrossed in technology—tapping on iPads, talking on phones, playing video games—and then shutting it all down for a little old-fashioned adult activity time, without the need for lights or even any live tweeting.
It's a clever way for Durex to capitalize on an Earth-conscious event and the popular lament that our society is a little too digitally connected.
We are, however, a little concerned for the couple on the carousel.