Durex

Campaign Concept | Graphic Design

I created a spec print and social media ad campaign for Durex condoms playing with the timeless and familiar war movie line “Cover me.” Like a fellow soldier, condoms are also used for coverage and protection in potentially life-or-death situations. The concept led to the standalone slogan “We’ve got you covered.”

While I originally set out to take screenshots of war movies for this campaign, I quickly found other memorable moments in film and TV that referenced this line.

Using a mix of iconic screenshots, I borrowed more cultural capital and tapped into various pre-existing fanbases while making the concept more humorous and surprising (even the dark lord needs protection?!). The images are also easily translatable to social media as .gifs and could lead to a video ad with a montage of clips edited together.