In time for Valentine's Day, Durex is airing a steamy radio ad in the U.K. today that listeners can sync with an app to "watch" on their mobile or tablet.
The content on the second screen shows characters playing with Durex sex toys, reflecting what can be heard in the radio ad. Listeners are reminded at regular intervals to download the Durex app in order to see the film as the radio ad plays and are instructed to hold up their devices to their radios with the app open as the ad airs to view it.
The app uses the mobile device's microphone to detect the part of the radio spot that is playing and synchronize the visuals on-screen to the corresponding point in the ad. Could the racy material prove too dangerous on the road?
Havas Worldwide, London, is reponsible for the campaign, which is airing on the Planet Rock and Absolute Radio stations. Last year, the agency created a dual-screen synchronized film for Durex, in which viewers could use the app to see an alternative view of the story on screen.