Durex Performa: Extra Time

Durex Condoms has found a rather interesting way to sponsor the "extra time" board used by the referees to let player how much injury time has been added to the game — by turning the board itself into a giant condom wrapper.

Durex Performa is a condom that contains a special lube, Benzocaine, inside the sheath which helps the man to control climax and prolong excitement. We needed to communicate this benefit in a simple and memorable way using media that the target, men, would understand instantly.

The ldea

We decided to use the electronic boards held up at half time and the end of matches to signify how much extra time will be p|ayed.These boards were branded with the Durex Performa colours and logo. Of course, with our branding of the boards, the extra time took on a whole new meaning and relevance!

Advertising Agency: McCann Erickson, Bangkok, Thailand