Benjamin Li
Dec 2, 2013

Durex campaign has fun with Cantonese pun for ‘furry bunny’

HONG KONG - Never one to shy away from cheekiness, Durex has launched a digital-driven ad campaign in Hong Kong that makes use of a Cantonese pun for having sex without a condom.

wide player in 16:9 format. Used on article page for Campaign.

Kelly Fung, assistant brand manager for Reckitt Benckiser Hong Kong, told Campaign Asia-Pacific that the campaign is in line with the brand's unconventional and "slightly naughty" creative executions.

The new campaign is Kitchen’s second project for the brand, after its 'Performan' mircomovie ad campaign last July.

The new 30-second TVC for Durex Real Feel condoms aired at midnight on 27 November on TVB Jade, iCable and Now TV. The product, which launched in September, is the first Polyisoprene (PI) condom launched in the Hong Kong market, according to the brand.

Alan Kan, creative partner of the agency, explained that the key product benefits of PI condoms are faster heat transfer and greater elasticity, which translates to a ‘bare skin’ experience.

"In order to deliver the product benefits in a more fun and intriguing, we use a furry bunny (毛兔) character" who backs men up in romantic situations, Kan said. "毛兔 is the pun for '無套' [which implies not wearing a condom in Cantonese], which may be a fantasy for some men when dating, while generally speaking women are more reluctant as they want safer sex to protect themselves.”

Kan added, “With a tongue-in-cheek approach, we hope to make this product more approachable and less embarrassing to be mentioned."

In addition, as lovers are often aware of their star signs, Kitchen has also created 12 viral videos, available on the brand's Facebook page, that purport to show how women from the 12 different zodiac signs react to a boyfriend making that particular request. The reactions vary according to the supposed temperaments of their star signs—from angry and scornful to akin to a schoolteacher or a princess.

Fung said digital media is a powerful engagement channel. “As we see digital as the growing media trend, so is our investment in digital marketing," Fung said. "The brand hopes the TVC could drive people to see our 12 viral videos, and by answering with a simple question, we will send customers our free product samples.”

PHD is the media broker driving the buzz for the campaign through banner ads on Yahoo and online forums like and The TVC will run until January. 



Campaign: Durex Real Feel Campaign - 心思思想「毛兔」?
: Reckitt Benckiser Hong Kong
Creative agency
: The Kitchen Limited
Creative director
: Alan Kan
Art director
: Kulok Choi, Winsi Tse, Gary Law, Lu Ng
: Zoe Ho, Celine Jill
Account executive
: Dorothy Cheung, Lay Yeung
Film Director
: Charles Cho @ Film5
: Ching Bonnie Ko
Art director
: Crystal Pa
: Wai Tung Chiu
: William Lam
: Ricky Lo @ Ricky Lo Photography Studio
Post production
: KIt @ Playground, YY & JJ @ YY Workshop
Music production
: PHD Hong Kong

Campaign Asia

Related Articles

Just Published

8 hours ago

Amazon CEO Andy Jassy on using AI to win over ...

The e-commerce giant’s CEO revealed fresh insights into the company's future plans on all things consumer behaviour, AI, Amazon Ads and Prime Video.

10 hours ago

James Hawkins steps down as PHD APAC CEO

Hawkins leaves PHD after close to six years leading the agency, and there will be no immediate replacement for him.

10 hours ago

Formula 1 Shanghai: A watershed event for brand ...

With Shanghai native Zhou Guanyu in the race, this could be the kickoff to even more fierce positioning among Chinese brands.

14 hours ago

Whalar Group appoints Neil Waller and James Street ...

EXCLUSIVE: The duo will lead six business pillars and attempt to win more creative, not just creator, briefs with the hire of Christoph Becker as chief creative officer.