Durex #DoNotDisturb video wants you to turn off your phone and turn on your partner

Condom brand Durex has launched a branded video off the back of a digital detox social experiment studying whether mobile phones and the likes ruin couples’ holiday sex lives.

The #DoNotDisturb documentary, from TMW Unlimited, sent six real couples on holiday with one caveat; they were to surrender access to phones, tablets, TVs and laptops.

It looked to highlight how the removal of digital distractions can help holidaying couples connect, with the condom brand protecting the couples from any unwelcome external surprises. It launched in 37 markets today (23 May).

Volker Sydow, global director at Durex, said: “Holidays used to be a time to relax and reconnect with our partner. However, this experiment has shown us that growing reliance on portable technology for entertainment and affirmation, even when on holiday, is blocking our chance to refresh our relationships. Durex is calling on couples to take a break from their tech whilst on holiday and enjoy touching their partner rather than their phone.”

Couples can find more information on Durex’s dedicated website. The global campaign will be showcased on TV and in online ads, and social and in-store activity.

A study of 2,000 adults about their ‘holiday sexpectations' found that 52 per cent of respondents expected better sex whilst on holiday way, but 60 per cent admitted they didn’t. Shining a light on this issue was the fact that 40 per cent of people said they are less likely to instigate sex if their partner is on their phone in bed. Forty one per cent said they can both be in bed together concentrating on separate phones rather than each other.

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John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

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