BREAKING NEWS: People have sex all the time … with or without their smartphones.
On that note, Premier and TMW Unlimited teamed up to launch “#DoNotDisturb” for sexual wellbeing brand (and here we thought they made condoms!) Durex.
#DoNotDisturb is a “social experiment” exploring how turning off smartphones can help couples “Reconnect and enjoy great holiday sex.” The “experiment” took six couples on vacation and forced half of them to surrender their smart phones and laptops upon arrival at the hotel.
Premier and TMW Unlimited then created a case study video to document the results, which you can view below.
Of course, the very obvious conclusion reached by the study was that the couples who were free of tech distractions connected more on their holiday, appreciated the sites more and, presumably had more and better sex. We’re guessing you didn’t need a social experiment from a condom sexual wellbeing brand to tell you that, though.
The campaign and “experiment” were inspired by a brand survey which found that 52 percent of people expected to have better sex while on vacation, but that 60 percent of those surveyed admitted their holiday failed to live up to expectations. A full 40 percent said they were less likely to attempt to instigate sex if their partner is on their phone in bed and 57 percent said they’d be more turned on if their partner turned the phone off, while 41 percent admitted that, even on holiday, nights in bed could be spent with both partners concentrating on their devices.
In other words, the “experiment” was meant as more of an illustration of these findings, but honestly the survey itself is a lot more interesting as just about anybody could have reached the more generic conclusion delivered in the case study video.
Will this experiment help sell more condoms? We have no idea. But it did remind us of another benefit one can achieve by hiding the phone: no sex tapes.