Isobar Canada turns up the heat in the most Canadian way possible with its new spot for Durex Play Pleasure Gels, entitled “Play, Eh?” The 60-second spot presents a series of sexual positions, with a distinctly Canadian twist.
Among the positions explored in erotic, but not explicit, fashion are “The Maple Cinnamon Twist,” “The Niagara Falls,” “The Beaver Tail” and “The Maple Leaf.” Isobar keeps it simple, presenting the positions over an erotic soundtrack without any dialogue or voiceover, ending with the tagline “Why Wait?” and a shot of the gels. The tagline is meant to highlight that following the beginning of a relationship, many couples reserve their most passionate nights for special occasions, presenting Durex Play Pleasure Gels as a way to reignite a passionate love life. Viewers are then prompted to enter a giveaway for a chance to win VIP concert tickets. Launched on June 29, the spot arrived in time for Canada Day today, perhaps giving Canadian couples some new ways to celebrate.
“Lubricants sometimes carry a confusing stigma, because that’s how they’ve been sold through to consumers up until now,” Indresh Kohli, marketing director for Durex Canada, told LBB. “Durex Play Pleasure Gels isn’t about saving your struggling sex life, it’s about making whatever sex you’re having the best it can possibly be. We wanted to show Canadians that great sex isn’t something they need to be apologetic about!”
Credits:
Creative Agency: Isobar Canada
Account Director: Sara Langendoen
Art Director: Karen Lo
Chief Creative Officer: Kai Exos
Copywriter: Chris Serreo
Executive Creative Director: Steve Di Lorenzo
Producer: Jessica Krikst, Travis Cameron
Director: Andrew Chiu