ADVERTISING

Durex

FYP

Agency: VaynerMedia

Description

Durex has partnered with rap artists to debut a full-length track and music video “FYP (For Your Penis)” – a sex positive message designed to challenge the stereotype that size matters for great sex. The full length track and video responds to requests received by the brand after an initial TikTok video earlier this year receiving 3.7M views. In doing so, Durex has tapped into rap culture and TikTok to lead a conversation amongst a younger generation, educating audiences that it’s the “fit” that really matters, and reinforcing the importance of condoms for both protection and pleasure.

With a recent ‘out of control’ rise in STIs and an estimated half of new infections being contracted by those under 26 according to the CDC, Durex wanted to engage the open and curious Gen Z audience in an authentic way by meeting them where they spend their time, TikTok. Understanding the importance of rap culture in reaching this younger generation, the brand worked with artist That Kid CG, creating a song designed to educate, entertain and spark conversation.

Durex is looking to redefine the term “FYP” as a direct result of consumers’ response to “Rhythmic ASMR” TikTok post. Following comments such as “why is this on my FYP” (‘For You Page’ on TikTok), the brand listened to the consumer and, together with advertising agency VaynerMedia, released “The Real Meaning of FYP,” a short rap that resulted in 3.7 million organic views, 18.4 thousand shares, and increased their TikTok followers by over 27 thousand. Most importantly, the virality ignited a conversation around penis size and sex. The consumer engagement and resulting dialogue inspired the full-length “FYP’’ song and corresponding video.

“After seeing the excitement from viewers on TikTok, I was thrilled to use my creative expertise to release a longer version of ‘FYP’ to further tackle the shame and stigma around penis size and sex,” shared That Kid CG. “Each verse shows FYP from a new perspective. Durex is there for your penis, for your pleasure and for your partner. In a right FIT for you.”

This professional campaign titled 'FYP' was published in United States in October, 2022. It was created for the brand: Durex, by ad agency: VaynerMedia. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted 3 months ago.

Credits

Client: Reckitt Benckiser
CEO, Reckitt-Benckiser Laxman Narasimhan

SVP, Global Category Growth Officer Olga Osminkina-Jones

Head of House of Durex James Vickerstaff

Senior Brand Manager Mathilde Capart

Global Brand Marketing Manager Nicolò Scala

Global Head of Content & Publishing David Lopez-Rotzetter

Global Marketing & Communication Lewis Taffs

Associate Brand Manager Luc Ponvert

Agency: VaynerMedia
Chief Creative Officer Rob Lenois

Executive Creative Director Aaron Howe

Group Creative Director Mark Krajan

Senior Creator Katie Haller

Senior Creator Danny Chamberlain

Creator Craig Lashley

Chief Strategy Officer Wanda Pogue

SVP, Strategy Georgie Ramamurthy

VP, Strategy Landon Brown

Senior Strategist Joshua Goodman

Strategist Ahmed Sabih

Managing Director Lisa Buckley

SVP, Client Services Jonathan Murtaugh

Vice President Shahaab Quraishi

Account Director Franziska Pugh

Account Executive Issa Peña

Director, Project Management Jocelyn Liang

Senior Project Manager Anna Guo

Sr. Producer Stephen Sislen

Production Company: Harlem Roots Productions
Director: Wheaton Simis

E.P./Managing Partner: Rodney Byerson

Post Production Facility: Eva Nosidam Los Angeles
Editor: Sean Barrett

Executive Producer: Bobby Wittenberg

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