Considering how sensuous deodorant ads have become of recent, it is only natural that condom ads surpass it to a certain degree to distinguish the product. Most of these ads display the physical aspect of sex in a similar manner. Much to the point where it all looks the same.
Bringing in a breath of fresh air was Durex’s claim to viral fame, ‘Do The Rex’ that featured Ranveer Singh in a refreshing and fun avatar, singing and dancing jovially to represent his love for sex. I absolutely loved that video and it’s taboo breaking efforts in a humorous manner.
But if there was one ad that stuck to the conventional way of showing love-making but with a new twist, this would be it. The ad features two gorgeous dancers, performing to a seductive number. The sensuous dance steps are translations of various sex positions that one would find in the book of love, Kamasutra, from which the brand derives its’ name.
Each shot is breathtakingly beautiful and blends dancing with sexual positions in a flawless manner. It makes it look like art, which it is. The ad adds a further aspirational value to the act of making love by making it look exhilarating and exotic without anything being said at all.
I love the ‘Art of making love’ approach above anything else. It isn’t a new communication strategy or a new approach to sex, but their execution is definitely applause worthy.
Watch the video here: