HOW DO YOU TALK ABOUT AN R RATED SUBJECT WITH A PG-13 AUDIENCE?

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Situation/Objective
Durex condoms was looking for a way to speak to a PG-13 audience about an R-rated product. They wanted to find a balance between playful and offensive; and between implied and explicit behaviors.

Solution
SMITH partnered with Atlanta agency Fitzgerald & Co. After a great deal of research and trial and error, the resulting concept was deceptively simple— create an online film showing condom balloon animals in the throes of passion. The execution however, was complicated, and involved computer animation to help bring the concept to life. The spot became an overnight sensation - a viral hit - with over 20 million views, and tremendous buzz everywhere from Creativity Online to Playboy, ESPN to The Wall Street Journal. The industry took notice as well, awarding the short film multiple Clio and AICP awards as well as a Cannes Silver Lion. To capitalize on the viral success of the spot, we utilized the same creative for several "out take" videos as well as a print campaign.