Advertisements are an essential part of marketing and are used to convey messages to a broad audience. Hidden messages are often embedded in ads, making a brand appear more attractive, evoking certain emotions, or making the ad stand out. Secret messages can be subtle or overt, but they are typically used to create a product or service more appealing.
These messages can be in the form of symbols, colours, or even the arrangement of words. In some cases, brands may use hidden messages to communicate their core values, such as a condom company using a secret message related to the product in their ad while implying various other things. This hidden message is compelling because it allows potential customers to connect with the brand and its message.
The Durex Freedom Day ad in the UK has been a significant success regarding its message, content, and overall reach. The ad aims to raise awareness around the importance of safe sex and to encourage people to take responsibility for their sexual health. With a clever billboard ad that features the word “freedom” overlaid on a condom, Durex commemorates the end of a Covid-19-fueled period of national celibacy.
Firstly, the visuals used in the ad are striking. The ad uses a blue background, with a single blue condom in the image. This is an effective way of communicating contraception’s importance and being responsible for one’s health. Furthermore, the visuals are simple and direct, making the message easy to understand.
The word freedom on a condom wrapper in itself holds great significance. The billboard ad was released as the COVID-19 restrictions were lifted in the UK, which meant that people could now engage in sexual activities without fear and hesitation. The ad speaks volumes as it uniquely portrays a creative representation of freedom that signifies freedom of pleasurable activities.
The words used are also equally significant and relevant as they are symbolic of the occasion and the cause and meaning behind it, which the ad celebrates. The tagline beneath the ad, which says ‘Enjoy Responsibly’, is a pointer towards safe sex sensitization among people, especially during COVID-19, which indirectly implies protocols to be followed and judiciously using one’s freedom as an individual.
The ad was also a call for the product users to remind them that the brand is always there to meet their needs at any point. Finally, keeping in mind the lockdown and isolation, they released a great ad to tell a simple message to people that was superimposed on the theme of Freedom Day in the country itself on various levels of marketing strategies.
Overall, the Durex Freedom Day ad in the UK is an effective and powerful ad that has resonated with viewers. The visuals are striking, the message is powerful, and the ad makes an essential statement about safe sex and consent. It is an excellent example of how advertising can promote important messages.