Durex's confession copywriting this time is absolutely amazing

Durex is so advanced this time.

On May 20th, Durex confessed its love to 13 brands , once again presenting a textbook-level copywriting campaign . The frequency of pushing out a poster every hour continues until 9:30 in the evening. Not only was I touched by the warmth from afar, but I was also overwhelmed by the amazing writing. Durex's creativity and copywriting make people fall in love with it.

11:30

@Durex: Think Small, Love Big. @Volkswagen Beetle

Every copywriter should know the classic copywriting of the Volkswagen Beetle: “Think Small”.

Durex used this joke and made a clever comparison, which resulted in this copy. Think Small, Love Big. It not only connects the two, but also fully displays the characteristics of each.

12:30

@Durex: Express your love with light, but don’t just talk about it. @XiamiMusic

Express your love with light, but don’t just talk about it.

This sentence not only has a pun, but also has an intrinsic meaning.

The first “光”, I think, implies two meanings. One is Xia Going to express the light of love, and the other is Xiami Music’s “Light-Seeking Boy”.

The second "光" has the literal meaning: don't just talk and not do anything.

13:30

@Durex: You are as smooth as him. @Bacardi

14:30

@Durex: Play, you can play for a long time. @Razer

The play here refers to two different recreational activities.

But the word "long" well describes the commonality between Durex condoms and Razer mouse. Everyone understands it, no need to explain.

15:30

@Durex: Sunshine, beach, waves. @Hollister

Let me explain first, the brand Hollister, abbreviated as Seagull, has a very beach and surfing style.

Next, I would like to guess that the phrase "sunshine, beach, waves" should be an adaptation of the lyrics of "Grandma's Penghu Bay" which says "sunshine, beach, waves".

From this perspective, the two brands are well connected, all thanks to one word: wave.

16:30

@Durex: My energy is beyond your imagination. @Red Bull Official Weibo

This sentence is the slogan of Red Bull.

Then, the power of this copy is so strong and it is very suitable. It can be used not only in functional drinks, but also in many other places, such as Durex.

17:30

@Durex: I want to put you on and take you off elegantly. @Lacoste

Let me also explain that Lacoste is the French crocodile clothing brand, which symbolizes a comfortable and elegant attitude towards life.

This makes it easy to understand this sentence, "I want to put you on and take you off elegantly."

So, what is put on and taken off here refers to the Crocodile jacket and the Durex condoms.

18:30

@Durex: The speed of love is 9.58m/s. @PUMA

Everyone understands the meaning of the text, but why is it 9.58m/s? Let me explain.

First, Jamaican sprinter Bolt set a world record of 9.58 in the 100 meters. Secondly, PUMA is his main sponsor. So, we have the number 9.58.

But there is a bug, there is a math problem here. The distance is 100 meters and the time is 9.58 seconds, so what is his speed? The answer is approximately 10.4m/s.

Bugs are bugs, but I still think that Durex wants to emphasize the world record of 9.58.

19:30

@Durex: I want to see your name on the cup every day. @Starbucks China

To be honest, this sentence is quite ordinary. Everyone can think of it and it is not surprising.

However, if the cup here does not just refer to a Starbucks cup, but a masturbation cup... then it's simple and not simple, hahaha.

20:30

@Durex: Don’t let the love that wants to be expressed directly become endangered. @WWF World Wildlife Fund

I personally like WWF very much. Their previous works were stunning, with posters and copywriting that had a strong impact.

Don’t let love be on the verge of extinction. I also particularly like this point. It is not only from the perspective of public welfare, but also an insight into the daily details of life. Many times, we never have the chance to say love again.

20:30

@Durex: What can’t be chopped off is my desire to open your hand. @Tmall

The topic of "shopping sprees" is not unfamiliar to Tmall.

I am more concerned about the verb in “want to open your hand”. Does it mean to open Tmall’s website, or to open...the heart or something else? I’m not a good person to talk nonsense. I like Durex’s copywriting.

The above is the text of Durex’s poster reposted on Weibo. However, this time 520 Durex is not that simple.

The theme of this advertisement is #Say love simply#.

In order to better interpret this theme, Durex first launched a video of cheesy love words. for example:

• "Why do you want to hurt me?"
• "How did I hurt you?"
• "You made me like you so much."

This message is conveyed: why should confession be so complicated? Just say love simply. In order to reinforce this message, the above 11 poster copywritings are released again.

The biggest creativity this time lies precisely in these 11 brands. If you look back, you will find that these dozens of brands have one common feature.

That is, the brand name or logo contains animals.

For example: Xiami, Razer, Crocodile, Red Bull, Tmall, etc.

Durex intuitively displays the way each animal expresses love. It is easy to find that their way of expressing love is very direct.

For example, bats make shrill noises, cows beat each other, mermaids sing, cats smell…

Through animals in nature, this law of expression that conforms to the laws of nature is conveyed. Do it in a complicated way, say it in a simple way.

Judging from this operation, Durex really had good intentions on May 20th. Once again, he demonstrated with his own actions that one must express one's feelings with sincerity.

However, most brands did not respond to Durex's sincere confession. On the one hand, it shows that Durex did not inform major brands in advance and let things develop naturally. On the other hand, it also emphasizes a truth. Confession does not necessarily get a response.

But when you have thought it through and expressed it, you have already succeeded.

Finally, thank you Durex for this confession. As a copywriter, I accepted it with great joy. Love you.

The author of this article @震惊文案黑小指 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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