Condom brand Durex’s ‘let’s not go back to normal’ campaign is a masterclass in ad copy writing.

The surprising tagline (don’t we all want to get back to normal?) grabs the attention, before the voiceover gives us a strong reason why not: normal – when it came to our sex lives – “just wasn’t good enough”.

It references the old normal’s “rubbish excuses” for not having condoms, and shaming women for carrying them – as well as an alarming stat on STIs. Over an inclusive, sexy-but-not-too-sexy montage of potential partners, the ad’s “call to arms… legs, bums and private parts” is in favour of positive change and better, safer sex. And who could argue with that?

Frank, authoritative, relatable and adult, it’s launching globally, wisely in line with lockdown easing.