Condom brand Durex is hijacking climate change awareness stunt Earth Hour for its own purpose, launching a campaign targeting couples to switch off distracting electronic devices and embrace the dark of Earth Hour to reconnect.
The global campaign, created by London agency TMW, features a number of couples doing typical activities: eating breakfast together, riding a carousel, watching television and even riding in a limo after the wedding but all are distracted by a variety of technological gadgets.
Set against a romantic pop song, I can’t help myself, it ends with the couples turning off the electronic distractions as cities around the world, including Sydney, shuts down for Earth Hour and ends with the tagline “#turnofftoturnon”.
It is running in Australia and 55 other countries this week.
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Havas Worldwide Australia handles Durex’s Australian creative work, and worked on the brand’s ‘fundawear’ campaign which launched last year.
Earth Hour, conceived in 2007 by Leo Burnett for World Wildlife Fund, encourages households and businesses to turn off their lights for one hour to raise awareness about climate change.