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Sex Toy Spot On UK TV

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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