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Durex’s giant cock returns for Mardi Gras

Durex is launching an ad campaign targeting the gay community in the run-up to the Sydney Mardi Gras festival.

The campaign revisits an idea introduced by the condom-maker last year, which featured a giant cock dressed as a builder. This year, the big bird is clad as a cowboy to promote Durex’s featherlite ultra thin condoms.

The campaign also targets the lesbian community for the first time with Play O orgasmic gel, with a ring of stars representing an orgasm.

The ads were created by Havas, and will run as print ads in Star Observer, DNA Magazine, LOTL, SX, AXN Cult. They will also run on JCDecaux bus shelters, Avant Card postcards and on websites including Mardi Gras, Same Same, LOTL, Manhunt and Pink Rewards. Media was by Zenith Optimedia and Pink Media Group.

Steve Coll, ECD, Havas Worldwide Australia, said: “You’d think this idea would have required a lot of persuasion. But our Durex clients immediately recognised the tone of the campaign was spot on for the Mardi Gras audience. Thanks to Serge and the illustrators at Red Ape, and the Pink Media team, the ads have given Durex a great profile at Mardi Gras for the last three years.”

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