Durex - "Behind Closed Doors"

Havas London

Havas London London, United Kingdom

12403

Brand: Durex
Country: United Kingdom

Advertiser: Reckitt Benckiser

Title	Behind Closed Doors
Agency	Havas London
Campaign	Durex Explore
Advertiser	Reckitt Benckiser
Brand	Durex
Date of First Broadcast/Publication	2015 / 2
Business Sector	Contraceptives & Pregnancy Tests
Story	To mark the launch of its new UK e-commerce site, Durex is releasing the first ever radio ad that can be seen as well as heard. The ad, created by Havas Worldwide London, harnesses cutting-edge dual screen technology to allow people to see characters and visuals on their mobile or tablet which reflect what can be heard in the radio ad.
Philosophy	Consumers who download the Durex Explore app will be able to see an exclusive video that is synched with the airing of the groundbreaking spot, called “Behind Closed Doors”. The viewable radio ad will air on Absolute and Planet Rock stations on Friday pm, February 13th. Listeners will be reminded at regular intervals to download the app in order to see the film as the radio ad plays. They will be instructed to hold up their devices to their radios with the app open as the ad airs to view it. The app works by using a mobile or tablet device’s microphone to detect the part of the radio spot that is playing and synchronises the visuals to screen to the exact corresponding point in the ad. Users can jump straight into the corresponding visuals at any point in the radio ad and have the two ads run instantly in parallel. The radio ad cues to visuals down to the second, creating the world’s first radio ad that you can see. The watchable ad will show couples taken to the heights of passion and discovering new pleasures with the new range of sex toys available to buy from the new Durex E-commerce site durex.co.uk . Alasdair Graham, Global Executive Creative Director RB at Havas Worldwide London said: “Technology now allows us to watch radio on our second screen. So we thought, let's make a radio ad where we don't ask people to imagine a picture that they don't want to miss out on. This time, we're going to show it to them." The ad follows Durex’s launch of the world’s first dual screen synchronised film last year- also created by Havas Worldwide London.
Media Type	Radio
Length	50 seconds
Mobile App development	Havas London
Creative Director	Alasdair Graham
Creative Director	Mark Fairbanks
Art Director	Andy Preston
Copywriter	Joel Williams
Creative Designer	David Cardona
Planning	Yelena Gaufman
Planning	Gemma Hamilton
Account Management	Alice Martin
Account Management	Mihiri Kanjirah
Account Management	Ainhoa Wadsworth
Account Management	Julian Ashley
Agency Producer	Sarah Sharp
Agency Producer	Amanda Newall
Head of Technology & Innovation	Michael Olaye
Head of Digital Delivery	Tony Clarke
Senior Digital Producer	Michel Benhamou
Application Developer	Piotr Durzynski
Application Developer	Zachary Downs
Application Developer	: Bongani Ndlovu
Application Developer	Jordi Narvines
Quality Assurance Manager	Fikayo Adeyefa
Media Agency	ZenithOptimedia EMEA
Film Production Company	The Love Commercial Production Company
Film Director	Misko Iho
Film Production Co Producer	Finn James
Director of Photography (DOP)	Jean-Noel Mustonen
Editor	Mark Aarons
Post Production	The Mill London
Sound	Dave Robinson (Angell Sound)
Music	Kenneth Sorensen