Known for its creative ad campaign, Durex recently placed an ad aimed at the Singapore population marking 50th anniversary of its existence.
It apologised for being the reason for Singapore’s dwindling population and, to redeem itself, asked everyone to have sex without using contraceptive on August 9, the day of Singapore’s 50th anniversary celebrations.
Here’s the full text of Durex’s ad placed in local newspapers.
An apology to all Singaporeans, Durex would like to humbly apologise.
Over the past 50 years, while the Singapore economy has been moving rapidly upwards, the country’s birth rate has been spiraling down at an alarming speed.
It has now come to our attention that we may in fact be part of the problem.
Durex has always focused strongly on the needs of our customers. As a result, the efficacy and convenience of our products have increased confidence markedly amongst consumers.
But according to our latest research, it is this very confidence that may have hastened the decline of the birth rate.
We would like to assure the public that this was never our intention. And in light of this new information, we would like to offer our sincerest apologies
After a process of rigorous self-examination, we now feel compelled to take action. Hence, on August 9, we would urge all committed and loving married couples to forgo our contraceptive products in honour of this year’s SG50 celebrations.
With your help and support, we can rectify this unfortunate situation.
This is a chance for Singapore to embrace prosperity anew in its Golden Jubilee year. A prosperity not measured in dollars and cents, but in diapers and baby strollers.
Go ahead, Singapore. Make love your priority this SG50.