Durex, to promote its new model, came up with a very interesting way to sponsor football matches in Thailand. The Durex Performa contains a special lube, Benzocaine, which is meant to prolong your experience and therefore give you some "extra time".So when extra time comes during a football game you will see the referee holding this giant condom wrapper…uhhmm….electronic board.
The brilliant idea was the brainchild of Thai advertising agency McCann Erickson, which perfectly communicated this benefit in a simple and memorable way using a media that the target, men, would understand instantly.
What makes this even funnier is that they are using these extra time boards in Bangkok.
Hmm, I see McCann still have their creative edge!
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