Durex radio ad allows listeners to watch couples having sex through accompanying app

The Durex Explore app allows users to hold up their mobile or tablet to the radio to see characters and visuals that correspond with the company’s latest radio spot, "Behind Closed Doors."

The ad features passionate couples discovering new pleasures from the new line of sex toys available from the Durex e-commerce site durex.co.uk.

Created by Havas Worldwide London, the ad uses dual screen technology to allow people to view the exclusive video that is synced with the spot. The viewable radio ad will air on Absolute and Planet Rock stations on 13 Feb and marks the launch of Durex’s new UK e-commerce site.

While the spot plays on the radio, listeners will be reminded to download to app. The app works by using a device’s microphone to detect the part of the radio spot that’s playing and synchronises the visuals to the corresponding sound.

Alasdair Graham, global executive creative Director RB at Havas Worldwide London said: “Technology now allows us to watch radio on our second screen. So we thought, let's make a radio ad where we don't ask people to imagine a picture that they don't want to miss out on. This time, we're going to show it to them."

The ad follows Durex’s launch of a dual screen synchronised film last year, also created by Havas Worldwide London.

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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