SSL International is set to court controversy with the launch of the first billboard advertising campaign for its Durex condom brand, expected to break in early May. The &£1m ad campaign for Durex Performa, created by McCann-Erickson Manchester, will include words such as ‘Roger More’, ‘Ejaculater’ and ‘Longer Screw’ – the letters of which are made out of condoms. The ad campaign will carry the strapline: ‘Made to make you last longer’. Durex Performa was initially sold on the internet before being launched through pharmacies early this year. The product claims to contain a small amount of benzocaine cream inside the condom, which reduces sensation and thus delays a man’s climax. Durex marketing controller John Flaherty says: ‘At Durex we want consumers to understand that safe sex can also be good sex with Durex Performa.’
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