Plenty of brands have explored how tech can be detrimental to relationships (notably Ray Ban, in a darkly brilliant short film), and now Durex explores whether going tech free for a week can actually improve your sex life.
In this documentary-style film, the brand takes six couples away on a luxury vacation. Three of them are forced to relinquish all their tech devices, while the others get to keep them. If the results of this film are to be believed, the ones on the digital detox were really able to reconnect and enjoy each other's company, rather than endlessly having to document everything and carry on conversations on social media. Somewhat modestly for a condom brand, whether they actually had more sex isn't revealed, but Durex's point is to start a conversation -- the camapign also includes a microsite where couples can comment on the experiment and send an invitation to their partner to go tech free. Somewhat ironically, they can also share the campaign on social media.
The campaign and experiment was devised and created by U.K. agency TMW Unlimited; it'll be followed by TV and online ads, and in-store activity, and will run in 37 markets.