Monday, November 27, 2006


Durex has created a new fashion and it's found in cities dominated by college students. But you can't find it in department stores, shops, or boutiques. In order to find this sexy little fad you have to go to men's restrooms, Maxim, FHM, and the Durex website where you can print out costumes ranging from tuxedos to superhero capes. And there's nothing subtle about these ads, even the text is forthcoming: "Click here to download this dickoration."

While I highly doubt that many college guys (sober college guys) will actually cut out these paper outfits and use them, the ads do seem to perfectly match their target. The immaturity of the typical college guy parallels the immaturity of dressing up his lower member. I cant say I know a single person who wouldn't find this campaign amusing to say the least.

All in all, a well done and extremely creative campaign designed to create buzz. I like the way Durex plays on the idea of wrapping your tool and makes it something fun and colorful. Durex is now addressing and dressing two heads instead of one...

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