DUREX Duration Gel Video
DUREX Duration press conference
The Project:
Online video and TV spot to highlight DUREX Duration, which can help men last longer in bed. Develop the script and bring the project to life.
— Craft script from product factsheet
— Develop playful, irreverent tone without being crass
— Highlight the product benefits in a fun, engaging way
— Respect regulatory rules about healthcare marketing
The Challenge:
The client engaged me to craft scripts to promote DUREX Duration, which helps men last longer between the sheets. They wanted to highlight the product features and benefits in an informative but fun way, which fit with their larger marketing efforts.
The Solution:
While developing the idea, we chose to lean heavily into both sports tropes and humour to arrest the audience and catch his attention. We also chose to zero in on how lasting longer in bed is a nice thing to do for your lover. By using “Nice Guys Finish Last” as our lever, we were able to highlight how everyone wins when you come second.
I worked with a great creative team to develop a script that was unexpected and irreverent, using the absurdity of a typical sports press conference in the bedroom to set the stage for the product features. As with all healthcare products, we had to walk a fine line along regulatory guidelines and craft creative that felt free despite the fetters.
The Results:
The client was very pleased with the result. The DUREX Duration creative went into Canadian markets in both French and English. While I wasn’t provided analytics of how the pieces performed, the work did lead to more opportunities on DUREX, which is a sign of success.
My Role in this Project:
For this project, I was brought in to craft the copy, write the scripts and related promotional materials, and help bring the concept to life.