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Durex / O

  • Client / SSL / Europe
  • Agency / McCann Erickson / Milan
  • Director / ACNE
  • Award / ADCI

 

 

Durex recruit Mozart for their latest hilarious advertising for Play O, the orgams enhancing gel for women. There are 30 seconds of perfectly groomed young women in the back-arching, pupils-dilating throes of carnal abandon – either in flagrante delicto with a partner, or in the bath, or pressed against a window, that sort of thing – and the music Durex have chosen to accompany it is the Queen of the Night’s Act Two aria from Mozart’s Magic Flute. The people at Durex judiciously repeat the very highest part of the phrase (“O” is tha name of the product), amplifying the sensual excess of the moment and the women’s pleasure, thanks, presumably, to judicious use of Play O. It sort of makes sense in terms of the deliberate extremity of the vocal acrobatics Mozart demands from his. The reason the ad works is the unwritten equation between high-pitched operatic excess and physical or emotional extremity, above all in women.

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