LOOK Durex cuts through SG50 marketing clutter with this hilarious ad

Durex has issued an apology to Singapore on its 50th birthday celebrations for contributing to the nation’s low birth rates.

The ad, which was made to look like it was on a national newspaper, ran online and was seeded on SMRT Feedback’s Facebook page, which is known for its tongue-in-cheek humour and pokes fun at life in Singapore.

In the ad, Durex also urged all “committed and loving married couples to forgo” its contraceptive products and make love their priority this SG50.


Read the full apology below:

An apology to all Singaporeans, Durex would like to humbly apologise.

Over the last 50 years, while Singapore’s economy has been moving rapidly upwards, the country’s birth rate has been spiraling down at an alarming speed.

It has now come to our attention that we may in fact be part of the problem.

Durex has always focused strongly on the needs of our consumers. As a result, the efficiency and convenience of our products have increased confidence markedly amongst consumers.

But according to our latest research, it is this very confidence that may have hastened the decline of birth rate.

We would like to assure the public that this was never our intention. And in light of this new information, we would like to offer our sincerest apologies.

After a process of rigorous self examination, we now feel compelled to take action. Hence on August 9, we would urge all committed and loving married couples to forgo our contraceptive products in honour of this year’s SG50 celebrations.

With your help and support, we can rectify this situation.

This is a chance for Singapore to embrace prosperity anew in its Golden Jubilee year. A prosperity not measured in dollars and cents, but in diapers and baby strollers.

Go ahead, Singapore. Make love your priority.

Love, Sex,


While no actual advertisement was actually published in the newspaper, the ad did make its rounds on social media with many lauding the move.

Durex Singapore declined to comment further on Marketing’s queries.