The task: Introduce Durex gels to Russians. The problem: when analyzing our target audience insights, we discovered that most Russians experience sexual frustration which resolves into people hitting different discussion forums or social media platforms. The reason for such sexual misunderstanding is that topics like sexual preferences or discomfort during sex become conversation stoppers. The solution: to teach people how to talk about sex, we have decided to teach them the basics first. Our «Alphabet of pleasures» is a series of nine 8-second online videos where we integrate words and phrases encouraging people to break down barriers and improve their sex life. How we do it: In every video, each unique script reflects the essence of the word. We created the scenes one after another during one shooting day. Thanks to our elaborate artistic supervision and production design, we filmed final videos without special or visual effects. They seem so natural — just like talking about sex.
Film advertisement created by Ailove, Russia for Durex, within the category: Health.
Creative director: Elena Budrina / Ailove
Creative: Kir Pavlyukevich / Ailove
Head of branded communications: Margarita Kraskovskaya / Ailove
Senior producer: Ekaterina Erygina / Ailove
Strategist: Roman Vlasenko / Ailove
Brand Manager: Irina Syshchikova / Reckitt Benckiser
Creative Producer: Konstantin Melnikov / CULT
Director: Gosha Evdokimov / CULT
DOP: Nikita Gorodnichenko / CULT
Production Designer: Anna Chernova / CULT
Film Editor: Alexander Chuikov / CULT
Producer: Vitalina Koryakovtseva / CULT