Durex’s brand values have always been a light-hearted and safe way of approaching sex. They’ve recognised the importance of being casual around global discourses about sex and we wanted to reflect this in our own short stories that we created for the brand.
In terms of context, we wanted to create four short stories that each emphasize some of Durex’s core values – passion, safety, perfect fit, and love. Two of our videos are an ode to classic movie genres, and the other two are an ode to more contemporary styles of editing. This is to show that Durex is durable, timeless, and always the classic choice.
These clips attract the audiences of the context that they exist in. The ‘romance (love)’ clip is coming during the season of Hallmark Christmas movies, similar to the ‘passion’ clip that corresponds to the start of the FIFA World Cup. This is important because it continues to show that Durex is always understanding sex in different contexts, and there are always subtle ways to approach safe and comfortable sex in conversation – especially with modern resources and metaphors to represent this. There are many ways to implicitly talk about sex and this is something that Durex has done a lot in the past few years. The ‘safety’ and ‘right timing (love)’ stories show the ways in which Durex was approached before – to keep women from getting pregnant and to make love to someone that you have fallen in love with. Our contemporary society has changed its values and rhythm since then and the ‘passion’ and ‘perfect finish (perfect fit)’ ones reflect the new generation’s need for more playful and fast-paced sexual encounters. Durex has also been changing its marketing strategy over the past decade and our short stories show how Durex stays relevant by finding itself in our present-day situations and how it can move forward.