Description
This ad says almost nothing, and that’s exactly why it works. It’s bold without being loud, cheeky without being crude. One line, one pause, one quiet punchline. Durex doesn’t congratulate fathers directly. Instead, it speaks to the alternative reality, and lets your brain finish the joke.
How it works
The copy is framed like a polite greeting card, then flips expectations in the last second. By addressing “those who use our competitors’ products,” it creates a moment of delayed realization. The white space does as much work as the words. No visuals. No explanations. Just confidence in the audience’s intelligence.
How it can be reused
This is a masterclass in restraint. You can reuse this approach anytime your brand is confident enough to let implication do the selling. Say less. Trust context. When your audience connects the dots themselves, the message feels smarter, funnier, and far more memorable than anything overexplained.
