Durex has released a powerful new campaign that blends intimacy, surprise, and purpose – turning what seems like a sensual guide into a life-saving message about breast self-examination.
In a 92-second film, the brand’s familiar tone of confidence and curiosity takes an unexpected turn. It begins as a seductive audio guide instructing women to “start with your hands… glide up and down… every stroke brings you closer” language that feels unmistakably intimate. But soon, the narrative shifts, revealing that the “G-Spot” being referenced is actually “the other G-Spot” – a clever metaphor for checking one’s breasts for signs of cancer.
Link: https://www.youtube.com/watch?v=LNr1Wf1bL-M
The film’s message lands with emotional weight: “This isn’t about orgasm anymore. This is about life. About self-love.”The spot then encourages women to regularly examine themselves for lumps, changes in shape, dimpling, or discharge, and to consult a doctor if anything feels unusual.
By repurposing its association with sexual wellness, Durex transforms a moment of intrigue into a message of empowerment and awareness. The campaign underscores that protection extends beyond intimacy – it’s also about caring for one’s health.
Released during Breast Cancer Awareness Month, the film’s timing amplifies its impact, using Durex’s signature wit and confidence to drive a deeply meaningful reminder: self-examination can save lives.
