Havas Worldwide London launched a new campaign for Durex, challenging preconceptions about what men and women think about condom use.
The two-minute online spot, “When It’s On It’s On” (get it?) opens with the question, “Do you really know what the other sex thinks?” before showing what are supposedly groups of everyday young men and women being asked questions about condom use. Guys admit to not always thinking of using a condom, while the women worry about what men will think if they bring it up. Given a chance to spy on the guys’ session, however, changes their views as they learn that the guys see women breaking out a condom as confident and sexy. The ad ends with another question “Why wouldn’t you use a condom?” before its double-entendre tagline.
Of course, you’d have to be pretty gullible to take this all at face value as the answers all seem perfectly staged. Still, the ad addresses real-life issues of why men and women might not choose to use a condom, which is at least a step above, say, “When it’s on it doesn’t feel like it’s on.”
“This campaign enabled us to understand the motivations of young people at the precise moment they make a decision about using a condom,” Havas Worldwide London creative director Christian Sewell told LBB. “It revealed that they may not always be on the same page, and that breaking down the wall between young men and women is the key to making safe sex the norm. Durex is the perfect brand to be championing this and arming young people with all the information they need.”
Credits:
CREATIVE AGENCY: Havas Worldwide
PRODUCER: Caroline Connor / Rowena Jones
PLANNER: Freya Bronwin
EXECUTIVE CREATIVE DIRECTOR: Mark Fairbanks
DIGITAL STRATEGY: Clare Dowen
DIGITAL CREATIVE: Anna-Rose Kerr
CREATIVE DIRECTOR: Christian Sewell, Andy Mcananey
COPYWRITER: Mathieu Grichois
BUSINESS DIRECTOR : Ainhoa Wadsworth
ART DIRECTOR: Yann-Gael Cobigo
ACCOUNT DIRECTOR: Mihiri Kanjirath, (Digital) Minnie Vaughan
PRODUCTION COMPANY: Archer’s Mark
PRODUCER: Selena Cunningham
DIRECTOR: Mike & Steve
SOUND DESIGN: PinDrop
MEDIA AGENCY: Zenith Optimedia