Summary
- Campaign: Durex Condoms
- Product: Condoms
- Target Audience: Adults (age 18+)
- Goal: Promote safe sex in a creative and eye-catching way
- Key Element: Playful use of typography to create a visual representation of a sexual position
Creative Wordplay for Safe Sex
The Durex “Words” print ad campaign, in 2018, uses a unique and playful approach to promote safe sex. The ad features a multiple words written in a stylized way. The letters of the word are intertwined and positioned in a way that subtly suggests a sexual intercourse position.
This clever use of typography creates a visually intriguing image that grabs attention and sparks curiosity. While the ad itself is suggestive, it avoids being overly explicit. The focus remains on the core message: the importance of using ‘Durex’ condoms for safe and enjoyable sexual intimacy.
The campaign’s simplicity and reliance on wordplay make it adaptable for various cultures and languages. By using a single word with a universal meaning, the ad transcends language barriers and effectively communicates the importance of safe sex to a broad audience.
