Ad Nut
Jun 18, 2023

Durex ducks around with Apple’s “ducking” autocorrect update

It’s about ducking time!

Photo: Durex
Photo: Durex

“It’s about ducking time!” 

Nothing gets on Ad Nut’s nerves more than when Apple incorrectly autocorrects profane text messages. 

That’s why Ad Nut appreciates Durex’s new campaign with MRM NY, which pokes fun at the annoying iOS glitch after Apple announced it would stop autocorrecting “Ducking” from its obvious intended meaning after its Worldwide Developers Conference in May. 

The condom brand chimed into the conversation days after the announcement, reminding Apple that everyone did, in fact, mean to type the f-word. 

Shoppable posts across its social channels featuring "ducky" art—a cheeky play on rubbers and “ducking”—launched across its platforms. Instagram posts feature rubber ducks in the wild, while TikTok videos show a variety of rubber ducks backdropped by cartoon squeaks and music. 

The campaign also includes custom "queer as duck" artwork, to acknowledge Pride month. Other risqué assets played on the phrase “duck buddies” and “duck yeah.”

Photo: Durex

Stupid, but funny, Ad Nut appreciated the clever dirty word play Durex was able to create with simple phrases. Ad Nut’s name should be enough to make Ad Nut the next Durex creator. 

The campaign was also an effective move by Durex to seize on a real-time cultural moment.  For a sex brand, the approach was light-hearted, relatable and relevant. 

Let’s admit it: We all have a potty mouth sometimes. 

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.

 

Source:
Campaign US
Tags

Related Articles

Just Published

2 hours ago

Jolin Tsai joins McDonald’s Taiwan in a nostalgic ...

EXCLUSIVE: Leo Burnett dabbled with AI, got a C-pop queen to compose a rhythmic soundtrack, and used Taiwan's biggest virtual studio for an ambitious 40th-anniversary film. McDonald's Asia CMO Brenda Kou and the creative team explain their thoughts behind the process.

4 hours ago

Study: Over 50% of Singaporean Gen Zs source ...

TOP OF THE CHARTS: According to a new survey by YouGov, three in 10 Singaporeans also say they do not engage in any holiday shopping.

4 hours ago

Spikes Asia 2024: In conversation with Aditya ...

In the second of our two-part conversations, Spikes Asia chats to Aditya Kanthy, CEO and managing director of DDB Mudra. As jury president of the Creative Effectiveness and Creative Strategy Spikes, he shares what it takes to impress him, and how to set up for success at Spikes Asia 2024.

8 hours ago

Women to Watch 2023: Melanie Spencer, Thompson Spencer

When she’s not leading the growth mission for New Zealand’s largest independent, locally-owned agency network, Spencer can be found either on a surfboard or a set of skis.