Last week we spotlighted Ikea's latest cheeky campaign which saw the brand sliding into sleepy shoppers DMs, soothing their restless sleep with a free mattress promotion. Hopping on the trend, Durex has responded with a saucy ad campaign of its own – but unlike Ikea, it's not encouraging customers to hit the hay.
Some of the best adverts of all time centre around playful brand parodies and clever clapbacks – something that Durex nails while still staying on brand. The candid DM style campaign brings us into an immersive new era of advertising and it's refreshing to see brands putting their own spin on the trend.
