In the 18-25 years olds’ minds, the use of a condom is still considered as a constraint, admitted as necessary, although they wish they could avoid it.By putting forward a large offer of condoms that offer a maximum of new sensations (more intense, more natural, longer…), Durex positions the condom as the indispensable partner in the most intimate moments. The ad expresses how a condom awakes the desire of all that see it.