Durex, the Reckitt Benckiser condom brand, launched Performax Intense in the UK in the lead up to Valentine’s Day 2012 with “In Sync”, a television and interactive advertising campaign. The TV ad shows two turntables, one male, one female, each playing Marvin Gaye’s track “Let’s Get It On” at different speeds. Slowly, with encouragement, the turntables are sped up or slowed down to produce a coherent sound, emulating the “Slows Him Down” and “Speeds Her Up” effect of the condom.
Click on the image below to play the Durex Vinyl commercial in YouTube (HD)
A In-Sync Facebook game, “How In-Sync Are You”, featured well-known tracks that consumers needed to speed up or slow down in order to hear them correctly. Couples needed to stay in-sync for 10 seconds to prove their “virtual connection”, determined by a cross-fader mechanism, to get to the next level.
The In-Sync campaign was developed at Euro RSCG London by executive creative director Mick Mahoney, creative director Brendan Wilikins, art director Fabio Abram, copywriter Braulio Kuwarara, agency producer Katy Dell.