Though there doesn't appear to be an obvious link between condoms and the World Cup, Durex has found a way in.
The condom maker has released a video featuring amateur soccer players melodramatically faking injuries. The over-the-top histrionics, which are not far off from what we've seen in Brazil so far this year, tie in with the hashtag #DontFakeIt.
That message â€" a way for the brand to talk about something besides safe sex â€" is one that Durex has been employing in the past. The message is also apparently for men who make excuses to watch soccer rather than get busy with their significant other: A recent survey commissioned by the brand found 40% of men would turn down sex to watch soccer. (No word on who these men were â€" the poll appeared in Canadian media.) More than a quarter of men said they've thought about soccer when they were intimate with their partner and 42% admit that they've rushed through sex to get back to watching a game.
The Durex video was earlier reported by Adweek.
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