David Reviews

 Biting the hand that feeds us since 2002.

Durex
"Earth-Shattering"
30s
31 January 2017
UK Condoms and Other Contraceptives

Do schoolchildren still refer to condoms as 'rubber johnnies'? While they undoubtedly have their moments, the current generation appear to have a more mature outlook than we did when it comes to discussions about sexual responsibility. They understand the importance of 'safe sex' and probably have a degree of respect for the products designed to promote it.

As a brand name, Durex spent a lot of its history caught up rather unfairly in the inherently comic approach to sex taken by the British.

But as attitudes have grown up, Durex has evolved and is now able to position itself as a supporter of sexual expression rather than functional provider of prophylactics. Its latest commercial builds on this rather cleverly by depicting the excitement gained by a young woman taking advantage of gels designed to heighten orgasm.

Truman & Cooper's depiction of la petite mort retains something of the old comic attitude to sex, but this is a more sophisticated vein of humour. It possesses an understanding that women and men have an equal stake in good sex... something which would have come as a complete surprise to many of Durex's customers in previous decades.

Interflora
"Tickets for Two"

Thomas said:

'tryst' - not trust. Though I suppose that works too.


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Durex
"Earth-Shattering"
30s
31 Jan 2017
Do schoolchildren still refer to condoms as 'rubber johnnies'? While they undoubtedly have their moments, the current generation appear to have a more mature outlook than we did when it comes to discussions about sexual responsibility. They understand the importance of 'safe sex' and probably have a degree of respect for the products designed to promote it.

Durex
"Planning Ahead"
20s
8 Aug 2016
Evidently cut from a different cloth than Durex's recent advertising, this 20" collaboration with the Family Planning Association advises frisky members of the audience to think of contraception before getting down to business, as it were. A more than reasonable message, of course, but it's undermined by drab graphics and the absence of a hook to make the information stick.

Durex
"Closer"
20s
4 Apr 2016
This 20-second spot for Durex uses a neat idea to convey the, er, unobtrusiveness of its 'Invisible' condom brand. As a lust-filled couple crawl towards each other on a bed, the letterboxing at the top and bottom of the screen gradually increases until even the thinnest sliver of picture disappears and the black strips come together. So to speak.

Durex
"Rose Field"
30s
26 Jan 2016
Durex's upfront approach to sexual intimacy entirely befits a company that aims to make money from persuading us to protect ourselves when getting amorous, and their tongue-in-cheek Valentine's Day message is completely consistent with their core proposition. It says it's attacking romantic clichés rather than romance itself but, with the corporatised entity that February 14th has become, it's hard to have ago at one without the giving the other a kicking too.

Durex
"Condom Emoji"
85s
23 Nov 2015
Durex wants a condom emoji to be added to the ever-increasing list of existing emojis used more and more by teens and 20-somethings. So this online spot by Shynola explains that while the current emojis are used inventively by young people to suggest sex, there isn't an explicit one to suggest safe sex - meaning we should all be lobbying hard for one (ahem). Really nicely done.

Durex
"When It's On, It's On"
2 mins 20s
28 Oct 2015
For Durex to sell condoms, the target audience needs to feel comfortable using them. And the sooner each sexually active generation feels comfortable using them, the better - for sexual health, for sexual equality, and for the overall relationship between the sexes themselves.

Durex
"Destination Paradise"
30s
17 Aug 2015
This admirably restrained spot for Durex Play is more suggestive than explicit; showing a loved-up couple kissing in a variety of exotic locations as they're transported to paradise. The premise is obvious: leave the humdrum sex behind with the help of the advertised products. The ease with which they can do this tells us that an array of intimidating accoutrements aren't required... which is always a comfort.

Durex
"Happy Tuesday"
20s
11 Jul 2015
Presumably Tuesday was chosen because of its nondescript character but the idea that sex is only for the weekends is a bit, you know, Victorian; so we're not persuaded that a healthy young couple needs to justify a bit of mid-week fun. But - for those that do - this reinforces the brand's message about their products being fun rather than functional.

Durex
"Connect"
4 mins 32s
23 Mar 2015
It's a bit long -- ooer, missus - but this online piece for Durex is still very nicely done. An eclectic mix of loved-up couples are invited to test out a new app that will transform things for them in the bedroom department. They're all very keen social media users and are very excited by the prospect. The build-up is cleverly handled too... what can the app possibly be?

Durex
"Delivery"
50s
10 Dec 2014
Oh dear... this poor delivery guy sees sex happening all around him but just isn't getting any himself in this steamy ad for Durex. He's dropping off a package that no doubt contains various bedroom toys given the state of arousal the recipients are in; and we suspect the sight of hot girl-on-girl action etc is designed to get us checking out what we can buy without having to even get dressed.

Durex
"Real Feel"
30s
29 Apr 2014
This ad shifts from sketchy animation to real people in order to demonstrate how Durex Real Feels is like skin on skin. Apparently it's the first condom to do so, meaning they may have found the holy grail in terms of what users most want from this type of contraception (apart from the obvious, of course).

Durex
"Sparks Fly"
30s
28 Oct 2013
Quite a clever way of suggesting the role the product purports to play in enhancing sex. Rather than showing us the couple who are racing home to get down to business, two glowing orbs representing the duo of gels take us on that journey instead, so it manages to keep everything British and respectable.

Durex
"Great Sex"
30s
5 Aug 2013
Finally - no tongue-in-cheek humour, no sanctimonious safety message, no general titillation - just an unapologetic acknowledgement that sex is a powerful thing and that having contraception to hand should simply be part of doing what comes naturally. This is what the still-coy British market needs: proper, grown-up advertising for the brand.

Durex
"Decks"
30s
6 Feb 2012
A pair of record decks (look 'em up on Wikipedia, kids) are both playing Marvin Gaye's Let's get It On but one is playing too slow and the other is playing it too quickly. This amusing metaphor backs the claim that the advertised condoms will help couples get in synch... oh, so using it will make her want to get it over with in time to watch Match Of The Day too... cool.

Durex
"Sensations"
30s
2 Dec 2010
A young woman tempts her fella upstairs using the advertised tingly stuff. Another ad for Durex emphasising the sensuality of the product. This is proving to be a shrewd move by a brand whose role in the sexual act used to be decidedly unsexy.

Durex
"Silhouette"
30s
24 Nov 2010
A couple take advantage of the advertised product's versatility to enhance their sex in this plain-speaking ad. As you'd expect, the couple are highly photogenic and there should probably be small print reminding us that we will not be having sex with either of them.

Durex
"Feel More"
40s
1 Sep 2010
Ads for Durex have occasionally veered towards the tacky so it's good to see them concentrating on sensuality instead. To promote a new range of condoms which aim to heighten sensitivity, we witness the moment when a couple are overwhelmed by mutual attraction.

Durex
"Feel Like Never Before"
30s
22 Apr 2010
Cripes, is this for real? When it first came on, we wondered if it was a sly film for Keep Britain Tidy but it swiftly became evident that it really is an ad for Durex. hard to imagine that American cops will enjoy the homoerotic inference.

Durex
"Dating The Enemy Sponsorship"
30s
8 Jun 2009


Durex
"Get It On"
30s
16 Jan 2009
A fiendishly clever piece for Durex uses balloon animals to illustrate the fun that can be had with the advertised product. This is the kind of film that usually flushes out half a dozen art students in the Paraguaya. Jungle claiming that they thought of it first. Hats off to whoever did.

Durex
"Pleasure"
30s
20 Nov 2008
According to this ad Durex Play is 'all you need'... given the apparent absence of men in this ad, this would appear to be true. All Durex need to do now is invent a gel that can open a jar of pickles and then we can make a deposit at the sperm bank before heading off to Dignitas in Switzerland to await merciful release.

Durex
"More Ways To Play"
30s
20 Oct 2008
A young couple use the advertised product to spice up their sex life. There's something odd about a company whose most famous product is designed to prevent unwanted pregnancies and the spread of sexually-transmitted infections moving into this area. It'd be like Flora suddenly producing butter.

Durex
"Good Vibrations"
30s
4 Jun 2008
People are transfixed by the sensation of vibration as they catch sight of things being shaken. In the same way that McDonald's sometimes advertises a 'two for one' offer on the basis it is for a couple to share rather than for a greedy pig to consume by himself... here too the product is aimed at enthusiastic onanists.

Durex
"Ring"
30s
22 Nov 2006
If you think it's a good idea to hand over a sexy gadget that happens to be shaped like a ring to your partner in a presentation box that makes it look like an engagement ring then good luck to you... and remember, they managed to sew John Bobbitt's back on. You might need to know that.

Durex
"Blindfold"
30s
6 Oct 2006
A woman tests her bloke senses with a series of objects while he is blindfolded. he is completely thrown by the tingly sensation of one of Durex's Play gels which, it seems, the two of them will soon be enjoying in all kinds of intimate ways that DAVID can hardly imagine.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.