Durex Lifts The Sexual Lockdown With ‘Freedom’ Billboards Across London
Image via Havas London
The lockdown was much more than a limit on face-to-face contact with a partner. It also meant that people couldn’t get as close to others as they’d have liked. So when the affectionately named ‘Freedom Day’ arrived in the UK on July 19, so, too, did sexual freedom, as the country lifted most of its COVID-19 regulations.
In celebration of the end of a sexual drought, Durex has plastered billboards proclaiming, “It’s here. Enjoy it,” across London. The display shows a condom wrapper with the iconic Durex branding replaced by the word “freedom.”
Produced by advertising agency Havas London, the billboards encourage onlookers to resume their intimate lives while reminding them to use protection and practice safe sex.
“Lockdowns and enduring COVID restrictions have disrupted all our lives in a massive way; not least, people’s dating and sex lives,” describes Durex marketing manager Lindsay Forbes in a statement shared by The Drum. “Durex is perfectly placed to allow people to have satisfying sex now restrictions have been lifted, and we’re excited for them to enjoy their rediscovered sexual freedom... responsibly.”
— Havas London (@havaslondon) July 26, 2021
[via The Drum, cover image via Havas London]
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