Durex is launching a TV and digital campaign with Euro RSCG London to promote Performax Intense, a condom designed to help couples be more in-sync during sex.
The 50 second advert will launch on YouTube on 1 February, with an online social game to follow in the lead up to Valentine’s Day, both with the tagline “How in-sync are you?”.
Stefan Gaa, marketing director for Reckitt Benckiser UK, which owns the brand, said: “We’re very pleased with the “in-sync” campaign that combines a powerful and iconic creative with an interactive social media mechanic and an online launch platform. We’re confident we’ve got the right balance of strong brand messaging with fun, engaging content.”
The creative features a turntable with two records playing at different speeds being brought together in perfect sync to the sound of Marvin Gaye.
The global ad campaign will launch in the UK on TV with 40 and 30 second spots during prime time programming on ITV and CH4, towards the end of February.
For the Facebook game, a cross fader mechanism will determine which partners are in-sync in order to unlock the next level. The game will feature well known tracks that need slowing down or speeding up to hear them correctly, with couples needing to stay in-sync for 10 seconds to prove their virtual connection.
Russ Lidstone, CEO for Euro RSCG London, said: "This campaign is further evidence of our social media capability working powerfully at the core of our uniquely integrated offer. We have taken an intrinsically social idea and used an online platform, ahead of TV, as its launch pad.”