Durex: Marking the end of Covid restrictions with 'FREEDOM' billboards

Durex has marked the UK’s lifting of Covid restrictions with a series of billboards declaring, simply: ‘freedom’. They celebrate the opportunity for people to get back out there and find sexual satisfaction - but remind people to enjoy their returning freedom responsibly.

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Durex, the UK’s #1 selling sexual wellbeing brand, is marking the country’s lifting of all Covid restrictions with a series of billboards declaring, simply: ‘freedom’.

The tactical advertising campaign, devised by creative agency Havas London, comes off the back of “freedom day” – with last Monday (19 July) representing the first time since March 2020 that people in the UK have been able to have sex with no Covid restrictions. It celebrates the opportunity for people to get back out there and find sexual satisfaction.

The striking billboards, which will appear across London for the next week, depict a giant condom wrapper branded ‘freedom’ in place of the usual Durex logo, accompanied by the words ‘It’s here. Enjoy it.’.

The use of a condom wrapper tacitly reminds people to enjoy their returning freedom responsibly – and recalls Durex’s mid-lockdown campaign Let’s Not Go Back to Normal, which decried ‘rubbish excuses for not wearing a condom’, ‘shaming women for even carrying one’, and ‘One million needless STIs, every single day’. 

It ended with the rallying cry:

So when it's time to get back out on the streets.
And jump back in the sheets.
Let's not go back to normal.
Let's have good sex.
Safe sex.
For everyone, forever." 

Now, that time has come.

Havas London

Havas London is Havas UK's flagship creative agency. Our mission is to make a meaningful difference to the brands, the businesses and the lives of the people we work with. We are committed to building a diverse culture where everybody feels they belong, can be themselves, thrive and grow.