Durex Canada released its “Play, Eh?” online spot just before Canada Day, the ideal time to showcase The Niagara Falls, The Maple Leaf and The Maple Cinnamon Twist, all of which are… well, perhaps we’ll let the ad speak for itself (even though the actors don’t really say much).
“With a campaign this racy, there’s always a risk as to how a conservative audience might react,” said Steve Di Lorenzo, executive creative director at Isobar, the brand’s digital AOR. “Bringing something new into the bedroom isn’t a naughty secret anymore, so we had to go out on a limb to demonstrate that. It’s 2015, and this is a fun way to make a good sex life even better.”
Media duties for the spot (which is part of the overarching “Why Wait?” campaign) were handled by Aegis Innov8, Isobar’s sibling shop within the Dentsu Aegis Network.
“Lubricants sometimes carry a confusing stigma, because that’s how they’ve been sold through to consumers up until now,” said Indresh Kohli, marketing director for Durex Canad, in a release. “Durex Play Pleasure Gels isn’t about saving your struggling sex life, it’s about making whatever sex you’re having the best it can possibly be. We wanted to show Canadians that great sex isn’t something they need to be apologetic about!
Agency: Isobar
Art directors: Karen Lo, Logan Cipparone
Copywriter: Chris Serrao
Executive creative director: Steve Di Lorenzo
Chief creative officer: Kai Exos
Producers: Travis Cameron, Jessica Krikst
Director: Andrew Chiu
Production: Cartilage Inc
Boom Chicka Ow-Ow (music): Chris LaRocca
