The ad features various women using the lubricant Durex Play O (no you don’t see that) and are accompanied by an opera singer.

Durex Play O is a pleasure enhancing gel for women that is working for many women out there. It’s nicely packaged and looks like a perfume. To launch such a fashionable product Durex installed a temporary store in Milan during (and before) the fashion week in September, which I thought was quite a good idea.

Now what is it with the title of this article. I really think the Durex Play O ad is done well, but I wouldn’t call it original. For a little comparison there’s the Passion Powered by Control and the Manix Take over the World ads below that also use similar effects (as many other do also I’m sure). The most interesting thing about the Control ad is, that it looks like it is inspired by a Scorsese short movie (Key to Reserva). To watch the videos just click on them.

Passion Powered by Control

Manix Condoms Take over the World

Have fun watching. Which one do you like best?

Sincere thanks to Robin.

This Durex store is the first of its kind worldwide and goes by the slogan “better sex, all you need for a better life”, as Durex Italy says. The main focus is put on design and the new Durex product launch Play “O” (as you can see in the main window and on the cushion below). The ominous “O” is a brandnew stimulating gel designed for use with condoms. It comes in a small, well designed and perfume like package and bottle and will be advertised in an integrated campaign in October.

If you’d like to see some of this you should hurry up because the store closes again in October to make way for a new concept. The Durex store and their staff however will host one more happy hour on Thursday night at 19:00 (Corso Garibaldi 59/A, Milano). For everyone else it means, have a look at the pictures and wait for the Durex Not So Temporary store near you (and I’m pretty sure Durex will have a closer look at the store concept when the first Milan shop closes its doors).

Durex Temporary Shop at Sidecar Eventi
The shop is situated at SIDECAR EVENTI – Corso Garibaldi 59/A – 20121 MILANO.

Durex Play “O”
The new Durex product launch: Stimulating gel “O”.