New Steamy Durex Spot is Double the Fun with Dual Screens

Durex’s new million pound advertising campaign marks a world first in how TV advertising is shot and delivered to the public. 

To launch Durex’s first ever, dedicated UK e-commerce site, durex.co.uk, the brand has worked with Havas Worldwide London to harness cutting-edge dual screen technology which allows people to see the advert’s characters from an alternative perspective on their mobile or tablet - a reflection of what’s going on behind closed doors in ordinary homes up and down the UK.

When pointed at the TV or computer screen where the advert is playing, the Durex Explore app synchronises automatically to reveal the film’s alternative view on the second screen. The app works by using your mobile device’s camera and microphone to detect that the advert is playing and synchronises the second screen to the exact corresponding point in the video. You can download the app on the Apple Store or Google Play.

As well as giving viewers a chance to get up close and personal with the stories going on in the advert, the app functions as a full mobile version of the new retail site, durex.co.uk, enabling people to access articles and advice from Durex’s team of sex and relationship experts as well as buy Durex products including the new range of sex toys. 

Ahead of the advert’s premier on ITV2 at 21.10 on Friday 28 November, people will be able to download the Durex Explore app for free from iTunes and Google Play. The video will also be viewable at any time on the Durex UK YouTube channel. 

Mark Pearson, R B Regional Brand Director, Europe and North America, says: “At Durex we believe people should enjoy great sex and that sexual wellbeing is integral to one's overall wellbeing. In fact 83%1 of people agree that sex is a vital part of their health and brings many emotional benefits. We know that 82% of Brits agree that using sex toys is more acceptable than it used to be and durex.co.uk is about helping consumers explore together through our products but also the wide range of great articles and exclusive content. The new advert is hugely exciting and having watched it come together from an idea to a finished campaign, it's clear that we're pushing the boundaries of what's possible in reaching and engaging our audience. 

At RB we are always looking to use exciting technologies and innovations, not only product related but in how we build our communication campaigns.  There is huge further potential in this technology and we expect that other brands will follow Durex's lead in tapping into it."

This innovative campaign has been delivered via several agencies coming together with Durex to create a fully integrated campaign across media that includes online, TV, mobile, social, digital, search and print.

The retail website has been built and will be maintained and traded by Summit. The launch PR event and all media relations have been managed Virgo Consumer Health & Wellbeing. Zenith Optimedia has handled media planning and buying and TMW provided support via social, facebook and twitter.