Durex took a simple approach to marking "Freedom Day" (the term coined by the tabloid press for July 19, the day most Covid restrictions officially ended in the U.K.) with an outdoor campaign featuring nothing but a giant condom wrapper.
The billboards, which will appear across London for the next week, depict the packet branded "freedom" in place of the usual Durex logo, accompanied by the words "It’s here. Enjoy it."
The campaign was created by Havas London to mark the first time since March 2020 that single people in the U.K. have been legally able to have sex with no Covid restrictions. Throughout the pandemic, Durex has, however, been reminding people of the need to be responsible. For example, its "Let's not go back to normal campaign" encouraged them to reset their sexual behavior and not go back to the old normal of STIs and casual attitudes to condoms.
“It’s been a long 16 months," said Lindsay Forbes, marketing manager at Durex, in a statement. "Lockdowns and enduring Covid restrictions have disrupted all our lives in a massive way; not least, people’s dating and sex lives. Durex is perfectly placed to allow people to have satisfying sex now restrictions have been lifted, and we’re excited for them to enjoy their rediscovered sexual freedom…responsibly.”