Durex Continues Run Of Cheeky Branded Content Campaigns In China

Global condom giant Durex continues its tried-and-tested tongue-in-cheek social media campaign messaging in China with its latest branded content effort. 

With 25^th November commemorating the International Day for the Elimination of Violence Against Women, Durex latched onto the cause by releasing Boss, Madam Has Called The Police, a microdrama parody featuring homegrown influencer and fashion designer Grace Chow. 

To reach its audience, the branded content spoofs several tropes in the Chinese microdrama genre including the maniacal CEO, forced love, emotional abuse and the generally submissive role of married women due to societal pressures.  

Breaking the fourth wall, Grace Chow— who plays an ad producer—bellows out cut at each politically incorrect scene before a Durex statement appears on the screen the helpline number, raising awareness that these behaviours are examples of domestic violence.

Prior to this branded content campaign, Durex sponsored its first-ever microdrama series, Chasing Female Boss with AI, which was a surreal comedy about a protagonist who uses a pair of AI spectacles to help him perform at his job and life to win the heart of his female boss

According to ASN data, Durex has invested about US$226k in the Asian sponsorship landscape since Q122, with a quarterly average investment of almost US$19k during this period.  Key deals include backing the Chinese leg of League of Legends (LoL) and Music of the Spheres tour respectively to a tune of US$100k per deal.