In a new video campaign, Durex calls for people to have better, safer sex and not repeat the old normal where stereotypes ruled the game.
The idea of what’s normal when it comes to sex and intimate relationships is one that can lead to a lot of uncomfortable situations and stereotypes. Does wearing a condom lessen the appeal of sexual intercourse? Would a woman be a too forward if she were to carry a condom? Should the understanding of sex be limited to the heteronormative way of things? In a new video-led campaign, Durex calls for better sex, for everyone.
Durex highlights the perils of unsafe sex and how it leads to a million needless STIs on a daily basis. “This is a call to arms, legs, bums and private parts. Let’s not go back to normal,” the brand says, adding that the world has never been so ready for change and people must change it for the better, for each other.
“Everyone is talking about going back to normal. But nobody is questioning whether we should. The truth is, ‘normal’ is rooted in a lot of outdated conventions when it comes to sex and we know we can do better. We’re taking it upon ourselves to challenge that normal because nobody should want to go back to a world that wasn’t working for everyone, says Ben Wilson, Durex Sexual Wellbeing Global Category Director.
“When it’s time to get back out on the streets and jump back in the sheets, let’s not go back to normal. Let’s have better, safer sex. For everyone. Forever,” forms the clarion call by the brand. The campaign has been created by Havas London for Durex UK.