Previous Durex Adverts

In order to gather some initial research for the Durex brief that focuses on encouraging 16-24 year olds to use and carry condoms, it was important to gather research on previous Durex adverts that tackle similar issues to this which involve/promote using condoms.

The previous adverts focus on a more humorous/less serious approach to the topic, the brief sheet subtly hints to avoid the obvious stereotyped/puns approach to this campaign. I want to and need to focus on a more serious and sensitive approach to the briefs issue, through using clever imagery/photography along side clever language that will encourage the target audience to carry condoms.

The adverts below show some of the previous adverts that focus on a less serious approach (to an extent) the adverts are very simple and it is easy to understand the message they are trying to communicate, which works really well as the public is less likely to pay attention to a campaign that is over complicated. The first image simply implies that using a condom is cheaper than having a baby. The second image uses imagery of a seatbelt, implying that the public should use condoms in order to stay safe against STIs. The third image implies that a condom a day keeps the pregnancy away.

Additionally, the image/advert below follows a slightly different approach as it doesn't really use photography as its main imagery. I liked this advert more than the others as the message is displayed in a clever way.  

The advert was called 'Love is blind': 'Pointing out the obvious when it comes to love. STDs sneak around when you don't wrap up the gash mallet.'

The advert below caused quite a stir when it was launched, the UK actually had it banned. However the the advert managed receive an award in 2004 at the ‘The Roses Advertising Awards’ in the category ‘Best use of typography’. Sir Roger Moore is in fact best known for his acting jobs as the famous 007 (James Bond). James bond isn't known as the most modest type when it comes to girls, so in fact this Durex ad aims to communicate two things at the same time. The first one is that with the ‘Perfoma’ product line you’ll want more and do more. The second, unspoken, thing is that there’s a connection between 007’s sexual behaviour and the use of condoms.

This advert also focuses on a more humorous approach. I think the use of typography for this advert is extremely interesting and clever, so typography may be something that I look into further thoroughly when developing my campaign. 

Furthermore, the advert below aims to promote the use of condoms through focusing on the issue of unplanned pregnancy. The advert states facts and statistics (25% of pregnancies are unplanned in the Republic of Ireland), statistics will be something to mention and focus on throughout my campaign. I also like the use of the minimal diagram/illustrations as it gets the message across quickly and easily without being over complicated.