Campaign India Team
Jun 19, 2014

Durex takes on 'divers' in football, introduces '#DontFakeIt' campaign

Watch the ad film here

Durex has rolled out a new brand campaign that urges consumers and footballers to #DontFakeIt, on or off the football field.
The film shows a group of footballers training together and shows them making spectacular dives (simulation) to influence a referee's decision (in a match) after they lose the ball. The film has been shot in slow motion with opera music playing in the background. 
Along with this exaggerated campaign, Durex also commissioned market research agency 72 Point to highlight how a summer of football will affect people’s love life. Whilst some may prefer the straight talking approach, elaborate injury related excuses are just as prevalent in the bedroom as they are on the pitch.
Researchers discovered that despite the common perception of men rarely being the ones to turn down the offer of some action between the sheets,40 per cent admit they will say ‘no’ to their other half so they can watch the football instead.
Nitish Kapoor, GM, RB India, said, “There will always be some who are guilty of faking it whether it’s on the football pitch or in the bedroom and we think now is the time to stand up and declare - great sex is like great football; it’s so much more enjoyable without the faking.  Excitement levels for football fans across the globe are reaching fever pitch and the passion they feel for the beautiful game is on a par with, if not greater than, that for their partner.  But they need to ensure that once those 90 minutes are up, all attention is redirected solely to their loved one… otherwise there may be penalties!”
The survey was carried out on 4 June 2014 with 2,000 participants by market researchers 72 Point.
Top 10 excuses used by men to get out of sex
1.      I want to watch the football
2.      I’ve got a bad back
3.      I’m too tired
4.      I have a headache
5.      I’ve been working late
6.      I’ve got work to do
7.      I’m too drunk
8.      Can we do it later?
9.      I don’t feel well
10.  I’ve got an early start in the morning
Top 10 excuses used by women to get out of sex
1.      I’m too tired
2.      I want to watch the football
3.      I have a headache
4.      I’ve got a bad back
5.      I’m not in the mood
6.      I’ve been working late
7.      Can we do it later?
8.      I don’t feel well
9.      I’ve got work to do
10.      I don’t feel well
Campaign India

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