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Brief Published: 17 Dec 2014

Durex Delivers Dual-Screen Ad

A month after the release of Honda's Civic Type R ad, UK condom brand Durex is using second-screen tech in a new campaign to show alternative viewpoints.

Created to promote the launch of Durex's e-commerce platform, the ad shows a delivery man supplying recipients with a Durex shipment. To the suggestive sound of bass-heavy music, the neighbourhood appears to be engaging in intimate brand-related activities behind closed doors and steamy windows.

For the full experience, viewers are prompted to download the complimentary Durex Explore mobile app for Android and iOS. When a smart device is pointed at a screen running the ad, the app uses the camera and microphone to sync with the video, displaying additional footage on the second screen that reveals what's hidden from the delivery man's view. Afterwards, users can use the app to access the new e-commerce site.

US broadcasting network AMC has previously synced quizzes and social viewing activities linked to one of its biggest shows via The Walking Dead Story Sync.
However, Story Sync is meant to encourage scheduled event viewing, and as such it is time-sensitive to live broadcasts of The Walking Dead. Durex's ad, on the other hand, syncs on demand and provides footage which is part of the storyline, which opens up exciting options for narrative structure across all video (and audio) media.

For more on the future of filmmaking and the role second screens might play in it, read The State of Mobile: Summer 2014 and our report from Tribeca Film Festival's Innovation Week.