Branded Entertainment

DUREX : DO NOT DISTURB

Durex wants holidaying couples to turn off their phones.

THE BRIEF

Everyone looks forward to better sex on holiday. However, a recent Durex survey found that the reality does not meet 60% of adults' 'sexpectations': 40% of people are less likely to instigate sex if their partner is on their phone in bed; 41% admit nights on holiday can be spent in bed together concentrating on their phones rather than each other. 

Durex wanted to see what effect an enforced 'digital detox' would have on couples' sex lives.


THE WORK

Following a typically rigorous casting process, we found six real couples of different nationalities and whisked them away to a luxury Sri Lankan holiday resort. We filmed the week-long experiment using a mix of hidden cameras, drones and shooting crews to create a two-and-a-half minute mini-documentary. Launching online, the film struck a cord with couples the world over and became an instant viral hit.

As part of the #DoNotDisturb campaign, we also created a 30" edit for TV plus web/ social content. 

THE RESULTS

24.3 million views

#1 in AdAge's Viral Video Chart (beating PepsiMAX, Wendy's & General Mills)

International editorial coverage (inc. Huffington Post and Marie Claire)

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