Durex: Spear

June 01, 2012Filed under Online and Health, Beauty, Pharmaceutical

Cover your spear without the controversy. Durex.

A tactical digital advert for Durex condoms that reacts to the public controversy around Brett Murray's painting, 'The Spear'. The artwork is inspired by the painting, using the same colour palette, creating an instant connection to the painting. The title makes the smearing of 'The Spear' relevant to Durex condoms, with a light-hearted message.The advert positions Durex as a brand that truly understands South African culture, while being quick-witted enough to add humorous comments on current affairs.

Advertising Agency:Euro RSCG, Johannesburg, South Africa
Executive Creative Director:Jonathan Deeb
Creative Director:Fiona O'connor
Art Director:Alexandra Christodoulou, Jacque Moodley
Copywriter:Paul Frade, Tj Njozela
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