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.

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).