THE IDEA

When I was at Portfolio Center, pretty much every instructor gave us the same advice:

Don't put condom ads in your book.

One year later, I landed at an agency with Durex as a client.

So much for that.

We created a before and after campaign built around a simple comparison:

Sex with an ordinary condom.
Sex with a Durex condom.

With Durex, a fire extinguisher suddenly needed to be nearby. A shower told a considerably more interesting story.

There was also a third ad involving a bed, a back and a video camera.

The client said no.

I get it.

The other two ran in Maxim and other men's magazines.

Concept Development, Copywriting