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Durex’s second-screen app shows the raunchier side of its new TV ad

An innovative new advert will appear on TV tonight, which allows viewers to use their smartphones as a second screen for an added perspective.

Perhaps appropriately, the company in question adding a ‘second layer’ to its latest piece of advertising is Durex; one of the world’s leading condom manufacturers.

The ad, which will debut on ITV 2 at 9.10pm tonight, requires viewers to download an app which will then sync with what’s on the big screen, using your device’s microphone and camera. The advertising campaign, which is said to have cost a cool £1 million, was created across several agencies who are hoping to integrate social media, TV, mobile apps, and print media to create something that encompasses every aspect of our digital, and not so digital, lives.

If you’re not around to catch the ad on TV tonight, you can always test the app out with the YouTube version right here:

Regional brand director for Durex across Europe and North America, Mike Pearson, said “At Durex we believe people should enjoy great sex and that sexual wellbeing is integral to one’s overall wellbeing. The new advert is hugely exciting and having watched it come together from an idea to a finished campaign, it’s clear that we’re pushing the boundaries of what’s possible in reaching and engaging our audience.”

He added “We are always looking to use exciting technologies and innovations, not only product related but in how we build our communication campaigns. There is huge further potential in this technology and we expect that other brands will follow Durex’s lead in tapping into it.”

As well as allowing you to view the advert to its fullest, the app will also offer links to Durex’s online store, as well as a wealth of information regarding sexual health and wellbeing, relationships and sex toy advice, making it a pretty extensive source of information for those interested.

Whilst this isn’t the first use of second-screen advertising we’ve seen, the multi-angle marketing seems like an increasingly popular way for brands to get their names and products or services into consumer’s heads, particularly with regards to smartphones and tablets.

You can download the Durex Explore app for iOS and Android right here.


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