Baby APP from Durex

Interesting choice of positioning for Durex - instead of scaring its (mostly) young audience with the threat of sexually transmitted disease to sell its product, it choses an unusual "menace": unvwanted pregnancy!

The idea is simple, even if not totally politically correct: are you a young boy who still wants to have fun? Then you definitely DON'T want a baby now. And to prove it, you can download the iPhone APP presented in this funny "educational" video!



The unprotected sex between the iPhones gets both of them pregnant (???) and then you can experience first hand all the problems that a baby can give - fully integrated with all the functionality of the iPhone (video, audio, even touch-based), this nuisance of an application always reminds you of Durex everytime you close it, steadiliy incresing its "top of the mind" status in the condom market!