CONDOM AD FOCUSES ON SENSITIVITY
By Adnews Staff
Julius Schmid of Canada is using a zucchini and a feather to show people the sensitivity felt when using Durex Ramses condoms. The company launched a billboard last week in downtown Toronto showing a yellow feather tickling a zucchini. Two non-related objects were chosen to communicate sensitivity, the company sys in a release. The feather is an obvious image as it is commonly associated with feeling and sensitivity. The zucchini is less obvious and makes the viewer think about the connection. The tagline on the ad says, "For the sensitive lover." The ad was created by WestGroup of Tampa, Florida. Murad Communications of Toronto did the media buy and Advance Planning & Communications of Toronto is doing PR. The ad will be rolled out to other provinces at some point, but a schedule has not been set.