Durex banks on space shuttle imagery in Thai TV push

The campaign comes as Thailand wraps up the world's largest Aids conference with delegates highlighting soaring infection rates among women and warning of explosive epidemics in Asia if condom use isn't stepped up. Durex, whose Thai rivals include One Touch and a host of smaller brands, also participated at the conference, which pointed to Thailand's success in curbing the Aids epidemic through increased condom usage. Martin Doyle, chief creative officer at McCann-Erickson, said while Durex leads the category with 70 per cent market share, competitors have been nibbling away at its hold on the Thai market. The latest campaign, he added, features three different messages and selling points about each new product, Jeans, Sensation and Performa. Durex Jeans, targeted at the younger generation, uses 'modern' packaging design to appeal to first-time users, with a TVC that suggests that while other denim items can be taken off, Durex Jeans is essential to "wear". The other two variants are targeted at the more experienced and older generation. One spot features the classic princess and the frog tale with a twist; the princess dumps the frog for a bumpy-backed toad. Meanwhile, the Performa variant, which claims to prolong sexual excitement for men through a special lubricant, hits home its message with a space shuttle ready for launch. However, as the voiceover counts down to one, the space shuttle holds back and doesn't take off. "There are a lot of regulations in the area of 'good taste' when advertising on TV. We can't show too much flesh or sex with alcohol, but only through analogy. In the UK, Perform advertising has been very direct and says you can make love for a long time. We've had to be more subtle with the messages, which can only air after 10pm," said Doyle.