Durex Has an Idea for How to Spend Your Lights-Out Time During Earth Hour

Turn the iPad off and get it on

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.