Durex positions fun as well

Singapore - SSL Healthcare has launched an eye-catching campaign for Durex in Singapore featuring several of the brand's products made up to look like a couple having sex - Ogilvy Redcard developed the creative.

The campaign titled ‘Play', runs in print and first launched 7 September in IS Magazine. Play is expected to run in the October issues of Juice, Maxim, Men's Health, Time Out Singapore, as well as on ZoCards. The three different creative show humanoid looking figures made from Durex products engage in various sexual positions - the see-saw, scissors, and the wheel barrow.

According to director of corporate communications for Ogilvy & Mather Asia Pacific, Jane Fraser, the ads targeted "Singaporeans above 18 years of age who have consensual safe sex, but still want it to be fun".

"Reposition Durex as an enhancement to sexual pleasure, moving away from just ‘safe sex' to ‘safe sex can be fun too' with a range of new product offerings," she said.

The campaign runs for two months and is the first creative campaign Ogilvy Redcard has done for SSL Healthcare since winning the business in May.