Durex uses Earth Hour for global campaign encouraging couples to #turnofftoturnon
Condom brand Durex is hijacking climate change awareness stunt Earth Hour for its own purpose, launching a campaign targeting couples to switch off distracting electronic devices and embrace the dark of Earth Hour to reconnect.
The global campaign, created by London agency TMW, features a number of couples doing typical activities: eating breakfast together, riding a carousel, watching television and even riding in a limo after the wedding but all are distracted by a variety of technological gadgets.
Set against a romantic pop song, I can’t help myself, it ends with the couples turning off the electronic distractions as cities around the world, including Sydney, shuts down for Earth Hour and ends with the tagline “#turnofftoturnon”.
KFC’s current campaign of “wake up and smell the chicken” (or something similar) tells a similar story of switching off devices and tuning back into real life. Interesting to see new brand stories tapping into a seemingly growing fatigue around gadgets and social tech.
Like AdBusters’ Buy Nothing Day, will this grow into a Tweet Nothing Day? 😉
Just one more reason on why I want to work at Havas, that and I’m literally across the street from their office, #thinklocally
Durex in Australia is the brandname for sticky tape (sellotape)
No, Durex is a condom brand here is Australia, not sticky tape
Durex in Australia is also known more commonly as a brand name for condoms!
I prefer solo pleasuring myself thanks.
At least these ads are a bit more life-affirming than Earth Hour, which has to be one of the stupidest initiatives of this whole AGW/Climate change scam.
Turn off your lights for an hour, then turn them back on, log on to MyFace InYaFace etc so you can congratulate each other for your piety.
What about the billions of people in the world for whom earth hour is EVERY hour, EVERY day of the year?
No electricity, just kero (if they are lucky), smoky wood/dung fires, disease, early death.
It can mean either, a franger or sticky tape.
franger…….now that’s an old word!!
Johnny…… is better than franger!
it’s a bit dim, because they don’t turn the powerstation off during this time. It keeps running even if you’re not drawing from it.
GG climate change.
No gay couples? Interesting choice…. I’m surprised.
earth hour for me is the hour of power…I will be turning on every light and appliance I have in protest…
Justin – that’s fine … just do it in the dark during Earth Hour 😛
If more latex was converted to condoms, people would be wearing less of those rubber ‘awareness’ bracelets. Heavens knows how many condoms can be made from that small amount of rubber. My view is population control = disease, poverty and violence control.