Durex End of the World Print Ad

Durex nailed (pun intended) this ad during the 2012 “end of the world” hype. The headline used a cheeky double meaning that instantly tied a global moment to the brand’s product promise.

Marketing analysis

This ad is a crash course in timing, tone, and wordplay. The humor is bold but not confusing—it connects the apocalypse buzz with the brand’s territory: pleasure. It’s simple, shareable, and impossible to forget.

Why it works

• Taps into a trending event
• Uses clever language with clear relevance to the product
• Creates a chuckle → builds brand love
• Simple visual focus on the product

Examples

• Oreo’s “You can still dunk in the dark” during the Super Bowl blackout
• Snickers’ “You’re not you when you’re hungry”
• Old Spice’s “Smell like a man, man” campaign