After its campaign around Earth Hour, (Durex urges couples to use Earth Hour to rekindle passion in digital campaign), Durex is back with its latest digital campaign with new brand ambassador Bollywood actor Ranveer Singh. Singh was recently signed up by the brand and it’s the first time any A-list Bollywood actor has associated with a condom brand.
The digital campaign, a two-minute video, is created by digital agency DigitasLbi. It was first unveiled on the company's website and subsequently released on the brand's YouTube channel.
The video has a catchy dance number and shows ‘Doing the Rex’ which is a representation of physical expression of happiness and delightfelt after a sexual experience. Choreographer duo Bosco-Caesar have directed the dance sequence.
Vimoha Bagla, Associate Creative Director, Dentsu Digital, said, “I had heard that Ranveer Singh will be doing this and the expectation was a little high. But I was a little disappointed when I saw it. All the right ingredients were there and it is trying to normalize the sex conversation, which is all fine but it all goes on borderline of being a little frivolous. I think it’s trying too hard and in the middle of it the message is getting lost.While it’s a breakaway from the typical condom ads but not necessarily the best brand communication,”” she said.
The digital campaign has received a lot of attention on social media. In just one day the video received over 1,50,000 views on YouTube, it is now nearing two lakh views.
Many celebrities are tweeting about it. Music director Vishal Dadlani tweeted “Crazy track! Cheers! ", and Ranveer Singh tweeted @RanveerOfficial, "Seen it yet?!? DO THE REX!”
Another Twitter user Atish said “#OnlyInIndia can you sell a condom with choreographed dancing. #DoTheRex, really Durex?”
You can watch the ad here: