After Mathira’s Josh, another contraceptive’s ad gets trending. Durex Pakistan’s latest DVC is the talk of the town and rightfully so. However, instead of sexualizing the woman to portray the meaning behind the ad, Durex DVC takes a different approach.
Telling the story
The DVC tells a story. It weaves an outline that does not hurt the sentiments of the Pakistani community since the people here take the culture somewhat seriously. Anyway, the story begins with a view of a crime scene. The police have surrounded a house that has witnessed no interaction with the outside world. The cinematography involved reminds the viewers of the American crime dramas. It is comic as well because the story shows an ‘operational’ CCTV camera at the door of the house. (Ummm, this is no Hollywood). Forget the operational part; we do not have CCTV’s like this in Pakistan.
Moreover, the innovative part of the ad is the product placement in the DVC. As the detective begins to backtrack the events at the house, he finds a Daraz delivery package. Following the footsteps of Hollywood’s surreality, the detective asks the techie to scan the object. And there they find the purpose the DVC is marketing for. The story then hints an understanding of the detective’s face as to why no one has stepped out of the house in a week.
A Look at the DVC
What makes it Stand Apart
The reason this contraceptive ad makes it stand apart is the fact that it takes a newer approach compared to the past ads. Instead of making a woman making provocative sounds or switching off the light of a room, this ad takes on a cinematic approach. And at the end of the day, entertainment matters. Because well, the users know what they are doing when they are buying a product [wink ;)]
And it stands different from the past track record based on storytelling too. For instance, in the past, the ads used to have an informational approach. The taglines such as ‘bacchey do hi acchey’ or the ads by brands such as Saathi employed this technique. While it worked for the 90s audience, today’s audience seeks entertaining ads that keep them hooked to their smartphones’ screens.
Be it Durex Pakistan’s contraceptive, Mathira’s Josh, or ‘bacchey do hi acchey,’ they are all different brands for the same type of product. So, what else can we say other than, be entertained and have a positive impact on Pakistan’s population, isn’t that right?
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