Showing a product works without showing it working

by thewheatandthechaff

The other day, a colleague of mine working on an ice cream account asked around the agency for some examples of marketing which shows that a product works without actually showing it working. Said examples, if forthcoming, would  help him to persuade the client that it wasn’t absolutely necessary to show people eating ice cream in an advert for ice cream to make people want to eat ice cream.

Condoms are a perfect case in point where communication of this kind is required, and this brilliant but entirely unofficial gem for Durex is one of the most effective examples that I can recall.


The ad was written and directed by Charlotte Rabate. It’s a personal project, not paid or endorsed by Durex. What a shame.

And while we’re on the subject of sex, here’s an interesting talk from notorious ladies man Alain de Botton on how we can all think more about it, via the School of Life.

<p><a href=”″>Alain de Botton on How to Think More About Sex</a> from <a href=””>The School of Life</a> on <a href=””>Vimeo</a&gt;.</p