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Durex Doggie Style
Durex Doggie Style
YouTube allows the condom maker to go places it could never dream of on TV.
By Bernhard Warner and Matthew Yeomans
Posted Monday, January 26, 2009 - 10:55am
How fantastic is this plastic adventure with the popular rubbers? Vote on the effect of this naughty ad on Durex’s brand in this edition of YouTube Brand Watch. Warning—though nothing you watch here will get you thrown in jail, it may be wise to avert kids’ and bosses’ eyes and ears. In other words, this is not suitable for work.
| Name: | “Durex Get It On!” |
| Stats: | Condom maker Durex is one of the most popular brands on YouTube, with more than 2,000 videos posted to date. The most viewed—a “banned” ad showing a young man about to meet his date with an army of Dr. Seuss-like sperm characters in tow—has been seen more than 4 million times. A dandy new Durex video called “Get It On!” has been posted this month, and it has an outside chance of being the most popular yet. So far, the video has been posted more than a dozen times, scoring more than 2 million viewings. This one is the most-viewed, having been watched nearly 800,000 times, collecting 244 responses. |
| What you see: | Again, this is definitely one in the “Not Safe For Work” category. Why? A pink inflatable dog, the kind the clowns at kids' birthday parties whip together from a few elongated balloons, squeakily enters the screen from the left. From the right, a blue pooch enters. He too is made of inflated condoms. The pink dog wiggles her butt, and the two get it on! We see them in a series of sexual positions, squeaking into rhythm. A third dog enters. He, too, joins in. The squeaking continues while the camera cuts to a packet of Durex and the words “Get it on.” |
| Takeout/Takeaway: | The theme of sex is a proven winner on YouTube—and the traditional “tube” for that matter. Add a little playground humor—and dogs—and Durex has a runaway hit on its hands. Already, more than 400 blogs have seen fit to link to the ad or comment on it in some way. That's pretty good buzz on the cheap. |
| Social Media Effect: | There's no way the censors—be they the advertising-standards authorities in most countries or network broadcasters—would allow Durex to air any of the bawdy ads that it continues to leak to YouTube. Does it really matter? |
YouTube BrandWatch is The Big Money's exploration into how the world's best-known businesses, so adept at managing their images offline, are being perceived online, where control is harder to come by. Every week, The Big Money features a corporate-themed video that's had significant viewership on YouTube: some approved, some unapproved, some mashed-up combinations of the two. And we'll ask our readers to vote on how the video affects the brands. We think the responses will surprise you, and provide a window onto what is fast becoming the most important playground for corporate games. (Note: This feature has no official relationship to YouTube or its owner, Google.)
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Comments
YouTube censors got it again
Thank goodness for the good write-up. I don't think I missed anything.