McCann Erickson talks about sex

Durex has hired McCann Erickson to run a social media campaign for its female orgasm gel Play O, which starts this month.

The Cheshire team will be trying to get online communities to talk about sex and "things that make you go ‘O’" - ie things that "bring you intense enjoyment."

Pages on social networking sites, such as Facebook have been set up to target the campaign.

Although we're not entirely sure everyone's quite got the message, as one of the Facebook posters says:

"O, i said when i drove my car through a small river by the station & a large O-shaped cloud rose from the exhaust & floated above wilmslow; O said the Royles Jaguar salesmen when my car rolled backwards into their forecourt under its own steam & nestled gently between 2 brand-new S-types;

"O - O, said the AA man when he looked under the bonnet; O i said when i had to upgrade to a tow for £75; O said my wife when i called her: 'Honey, I blew up the car'. Best of all, the garage said O,OOO.OO to fix it. These thing make me say O."

They’ll also be using bloggers to get them to feature sexual health and relationships.

Director of social media, Robin Wilson heads up the campaign along with senior account director Catherine Usher. They will report to Ruth Gresty at Durex.

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