Sex Toy Spot On UK TV
Brand Republic, Monday, November 27, 2006 11:45 AM
Durex is breaking new ground in TV advertising this week as it becomes the first brand to promote an adult toy for men on UK national broadcast--but only after 11 p.m. The product on offer is a "vibrating penis ring" and it will appear in a 30-second spot, created by McCann Erickson, Barcelona, on Channel 4, Five and satellite channels. The spot shows a couple sitting at a dinner table, and the woman has what looks like an engagement ring box in her bowl. She picks it up and it starts to vibrate, and she smiles and says: "Yes, I do." The company, however, is unhappy with the restrictions placed upon the campaign and wants permission to show it starting after 9 p.m. "There is nothing rude or crude about the ad and we feel this restriction is hypocritical, given the images of a sexual nature you quite regularly see on TV at this time of night," says Martyn Ward, Durex's managing director.
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