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Durex: Fridge

Durex: Fridge
Your rating: None Average: 5.8 (12 votes)

Agency: Lowe Bull, Cape Town
Creative Director: Porky Hefer, Rip
Copywriter: Rip
Art Director: Porky Hefer
Photographer: Jillian Lochner
Illustrator: Porky Hefer, Paul Hudson

Comments

bknowlden's picture 3435 pencils

I love this campaign, I just wonder if there are anywhere near these actual package colors or if it is just an embelishment.
--
brandon

writergeekdez's picture 287 pencils

love this campaign, too. straightforward. probably done, but it's effective!

would imagine great stuff, considering the AD's name is: Porky Hefer

Mo's picture 648 pencils

They better have all those colored ones.

Guest's picture

Very nice much much better than the slap slick stuff jupiter drwing room did

Guest's picture

.........and some people have the "audacity" to appreciate this campaign.

whitespace's picture 2061 pencils

some people have the audacity to post anonymously too. ;)

Guest's picture

Nicely executed, but I wonder what the brief said. Does this condom prolong the experience? Is it ribbed? Is it more sensitive? All I read is that condoms are for sex. I'm pretty sure most people know that.

Guest's picture

As someone that works at an agency that has Durex as one of our clients I can tell you that no, Durex packs do not come in all those colours. This is nothing more than digital manipulation for awards entries

Guest's picture

As someone that works at an agency that has Durex as one of our clients I can tell you that no, Durex packs do not come in all those colours. This is nothing more than digital manipulation for awards entries

chole's picture

"All I read is that condoms are for sex"

And??? That's exactly what you should be 'reading' from it. Well, almost. I'm sure Durex would rather you came away thinking "DUREX is for sex". But hey, you can't win them all.

Don't put it down just because you can't find a USP in it. Not every brief (or product, or brand for that matter) has one worth talking about - that is, if they even have one at all. Of course, Durex would probably have plenty of USPs attached to many of their products, but in the end, even those products never offer you anything their competition can't.

So, this is just a lovely campaign about sex. Because ultimately, for Durex, that's what's most important - having sex and enjoying it. whether durex can be ribbed, or flavoured, or glow in the dark, are all after-thoughts.

Executions like these are about brand building. They take a higher ground. (And, while 'branding' is
actually a pretty common tool in this particular category - it's an approach a few other companies in other categories would benefit from using).

Bottom line is: Great ad. Think sex. Think Durex. I'm sold.

whitespace's picture 2061 pencils

Aye when you hold the lead you can afford to do these kind of things for real.

Conceptual-eyes's picture 1481 pencils

Has anyone seen the new cocacola company ads - dito

bdragule's picture 26 pencils

Feels kind of gimmicky since it's just photoshopped together. I'd be impressed if this was a real mosaic of durex packaging, showing the little imperfections and reflections and such. And they don't need to be different colors, they can paint an image by the way light is bouncing off each one, etc.

Seems like student work.

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