Turning Gameplay into Foreplay with Durex

It’s no secret that fans have more sex after big sporting events, especially when their teams win.
In China, the biggest sporting events are virtual, with over 450 million esports fans tuning in.

So, it was a no brainer for Durex to sponsor the world’s biggest esports league, the League of Legends Pro League, to tap into the passion of Chinese fans.

The trick, however, was getting around China’s notoriously strict regulations around mentioning sex in ads. The good news? China’s social communities are well versed in innuendo.

Thus, we decided to create our own innuendo, specifically for the gaming community, hijacking the common gaming phrase “go for a round” to mean something entirely different. And just like that, we instantly became the most talked about brand sponsor.