Celebrating The Joys Of Sex

Fitzgerald Praises The Pleasures Of Durex Condoms
ATLANTA–Condom maker Durex Consumer Products of Norcross, Ga., bows a print and radio campaign this month that steers away from messages of protection and responsibility and goes straight toward the joys of sex.
The campaign, which has a budget of $5 million over the next six months, was created by Fitzgerald & Co. in Atlanta.
The agency’s print effort combines sepia-toned photographs of nude men and women engaged in lovemaking with wry body copy alluding to the pleasures of sex.
“The energy expended during sexual intercourse is roughly equivalent to climbing two flights of stairs,” reads one ad. “Get ready to walk up the Empire State Building.” Another effort offers the thought: “During lovemaking, sexual stimuli travel to the brain at 170 miles per hour. Fly first class.”
Ads, tagged “Set yourself free,” are running in magazines such as Glamour, Ebony, GQ, Men’s Health Rolling Stone and Vibe.
“They wanted [the advertising] to be pretty provocative,” said associate creative director Jim Newbury. “And they wanted people to know they have the broadest range of condoms. They didn’t want to sell the category.”
Another aspect of the effort is to reinforce the brand name, something the company has wanted to do for the last several months. The firm jettisoned its Sheik and Ramses condoms and rebranded all its products under the Durex name.
Radio spots compare having sex with ordinary condoms and Durex sheaths via sound effects, e.g., a firecracker’s pop versus a nuclear explosion. The media buy for radio broadcasts includes professional and college football games and Love Lines.
In addition to Newbury, who served as art director on the project, campaign credits were earned by executive creative director Jim Paddock, creative director Eddie Snyder, associate creative director and copywriter Terry Yormark and photographer Michele Clement.