Description
This Durex ad doesn’t tiptoe around anything, it kicks the door open with a headline that looks like it belongs in a group chat confession: WE’RE FAK–ING IT. The missing letters make your brain fill in the blank while the image of a woman staring blankly into space confirms the message: too many people aren’t satisfied, but they’re pretending they are. It’s provocative without being vulgar, honest without being heavy. And that honesty is what makes you stop and look twice.
How It Works:
The ad leans into disruption through implication. By visually censoring a word we all instantly recognize, it pulls you into the conversation instead of spelling it out for you. That cognitive “wait, did they say what I think they said?” creates instant engagement. Then it slaps you with a stat: 2/3 of us aren’t fully satisfied. Suddenly the shocking headline turns into a shared truth. Durex positions itself as the brand willing to say the thing most people won’t, and that makes them feel trustworthy, modern, and on your side.
How You Can Reuse It:
Play with the power of the “almost-said.” Let the audience mentally finish the sentence, fill the blank, or connect the dots. This makes them part of the message instead of passive viewers. Combine that with a relatable insight, something people secretly think but rarely say, and you’ve got an ad that feels bold, human, and refreshing. When your brand becomes the one brave enough to address the elephant in the bedroom (or boardroom), people don’t just notice it, they trust it.
