Durex: more sex please

Why I like this.

It’s smart and witty.
It addresses a problem that people can relate to: we interact less with the people we love because of tech (as I am now, writing this whilst sat next to my wife).
It’s well executed – you are anticipating a tech solution.
It’s counter-trend. There’s cultural pressure to embrace tech, not to turn it off.

However…it is promoting sex rather than the use of Durex within sex. Maybe they see a rise (sorry, couldn’t resist it…) of sales when the category of sex increases?

Chipotle campaign

Why I like it…

The conventions were that fast food dumbed down food and treated their customers as, if not dumb, then definitely apathetic. The did super slow-mo product shots but only it seemed of the product once someone had dropped it, as it bounced up from a plate. Sometimes the ads were dumb but other times, like McDonalds, it could be lovely slice of life work.

But they never had a point of view. They never thought they should say something bigger, more meaningful. They probably thought it was a can of worms.

So Chipotle stole in, took the high ground, and not only provided a counterpoint, they undermined the old guard completely. You either buy into that or you don’t. But it forces you to make a decision. And you either love it or you don’t. People feel something about this brand. And this spot is at the heart of that.

Innocent Case Study

Why I like it…

Great simple purpose: Live well. Die old.

But a clear a sense of where that can go…and where they can not. That second bit is critical: be clear on what you are not & what you should not do, even if there’s a (quick) buck to be made.

They use their purpose to guide everything, including the hard stuff like packaging that is on-brand.