Durex avoids ad ban with 11pm curfew

Durex avoided a ban on a 1.3m TV campaign after agreeing to restrict screening of the ads for its recently launched sexual enhancements product “Play Vibrations” to after 11pm.

Durex avoided a ban on a £1.3m TV campaign after agreeing to restrict screening of the ads for its recently launched sexual enhancements product "Play Vibrations" to after 11pm.

The TV campaign created by McCann Ericsson Manchester is the first for the SSL-owned condom manufacturer’s Durex Play Vibrations "stimulation ring", and part of a promotional drive in the lead-up to Christmas.

The company argued against placing broadcasting restrictions on the ads, but Ofcom ruled them appropriate for an "adult viewing audience" only.

The new 30-second ad will appear for a two-week period commencing December 1 across C4, C5 and selected satellite channels, targeting women aged between 25 and 35 years old.

The company claims the product, part of its range of adult sex aids will deliver 20 minutes of "unadulterated pleasure" to both partners.

The range launched into high street stores including Asda, Sainsbury’s and Tesco in July last year. Ann Summers, the adult retail chain, is the latest retailer to trial the range since September (MW August 17).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here