Durex's Empowering Manifesto Resets 'Normal' Sex Boundaries

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Ben Tubby and Dan Tubby directed the spot with Havas London
Durex's Empowering Manifesto Resets 'Normal' Sex Boundaries

As lockdown restrictions around the world begin to ease, a new film from sexual wellbeing brand Durex has again called on people to not go back to normal – because normal wasn’t good enough.

The film reprises Durex’s empowering manifesto – first released in a series of executions in early May – which points to ‘norms’ such as shaming women who carry condoms, men not wearing them because they don’t like the ‘feel’ and one million preventable STIs every single day. It argues that the current crisis represents a unique chance to reset what is ‘normal’ – and that nobody should want to return to a normal where we weren’t protecting ourselves and each other anyway.

The film will be promoted globally, via organic and paid social posts across the world. It launches in Italy and Greece, with Russia and the UK to follow in the coming weeks ahead of further regional executions going live in-line with the easing of local lockdown restrictions.

It was created by Greg Ormrod and Thomas Worthington and creatively directed by Elliot Harris at Havas London. It was produced and directed by Tubby Brother Films.

The Let’s Not Go Back to Normal campaign follows the launch of Durex’s major new positioning and visual identity, ‘Challenge the Norms’, earlier this year. The sex-positive brand relaunch positioned Durex as a mainstream activist against sexual taboos, stigmas and outdated, non-inclusive attitudes and instead vowed to showcase the ‘positive reality’ of sex.

Since the lockdown began, the brand has remained true to this tone of voice in an authentic yet contextually relevant way, with messaging including ‘We’ve been protecting people since 1929. Now it’s your turn’, ‘Come together, apart. You don’t have to share a bed to have great sex’ and ‘Staying in doesn’t mean you can’t explore.’


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Client

Client: Durex (Ben Wilson, Global category director, sexual wellbeing, RB; Shane Kerr, Global brand director, sexual wellbeing, RB)

 
Creative

Creative agency: Havas London

RB Global ECD: Elliot Harris

Copywriter: Greg Ormrod

Art director: Thomas Worthington 

Account team: Stephanie Smith, Global Brand Director; Ainhoa Wadsworth, Managing Partner; Nick Boyle, Business Director; Bella Macdonald, Senior Account Manager

Agency producer (film): Adam Henderson 

Strategy Partner: Chantelle Begley

 
Production 

Production company: Tubby Brother Films

Producer: Mark Gibbons

Director: Ben Tubby and Dan Tubby

Editor: Ben Tubby and Dan Tubby

 
Post Production 

Post-production: Time Based Arts

Producer: Mark Gibbons, Simone Grattarola

 
Audio 

Audio post-production: NO8 London  

Sound Engineer: Dave Williams

Sound Producer: Ollie Usher

Soundtrack

Soundtrack composer: Neil Myers at Music Motion Productions

Genres: People, Dialogue

Categories: Sexual Health, Corporate, Social and PSAs

Havas UK, 1 month ago