Durex ‘Get Wood Rising’: On me head, Cock and Ball

Heard the one about the football player who couldn’t get it up? To be fair, that’s not a headline you read every day but condom and lube brand Durex is aiming to make conversations about sexual performance more approachable through a new partnership with non-league football club Woodley United.

Suggestively dubbed “Get Wood Rising”, the season-long social and influencer campaign uses a real promotion push to support the Durex Performance Condom and Gel Range, a selection of products that apparently help elevate sexual pleasure.

Created with McCann Content Studios at McCann London, the campaign brings former football manager Sean Dyche and football content creator Steve Bracknall into Woodley United’s football season.

Within the campaign story, Dyche takes on the role of the club’s new fictional “director of football”, with Bracknall as his assistant, as they develop a plan of attack to help the Berkshire club rise up the league.

Rather than relying on traditional clinical category communications, Durex uses the backdrop of football, to bring performance, confidence and finding the joy in play again. The partnership builds on Durex’s established role in sexual wellbeing and positions the Durex Performance Condom and Gel Range as a natural extension of its mission to help people achieve sexual happiness.

The campaign launches with a social film introducing the partnership, followed by documentary-style episodes and behind-the-scenes content throughout the season. Combining the access of a football documentary and innuendo-led entertainment, the campaign follows Durex’s attempt to help Woodley United climb up the table.

Reckitt UK NEU marketing director David Shillcock (we kid you not) said: “At Durex, we’ve always believed that sexual wellbeing plays an important role in helping people feel confident, connected and fulfilled. Our Durex Performance Condom and Gel Range is a natural extension of that mission, supporting people on their journey to confidence and intimacy.

“With this campaign, we’re aiming to make conversations around sexual performance feel more open, relatable and less intimidating. Football provides a powerful cultural platform to do just that, using optimism, humour and the universal desire to help be your best to start a conversation that matters.”

Head of McCann Content Studios at McCann London Calum MacDonald-Ball (yep, that is his name, too) added: “Instead of creating a fictional campaign world, we have partnered with a genuine grassroots football club and built a story that can develop across the season.

“Woodley United gives us an authentic setting to bring together performance, confidence and the joy of play, while Sean and Steve give the campaign a distinctive football voice and sense of humour.”

So, what is the consensus around the Decision Marketing office?

Well, to be fair, when we first saw this we just assumed it was a wind-up. Dyche and Bracknall pouring forth on the joy of an erection? Surely not. And it seems we were not alone, with the Instagram comments section on fire. Here’s a selection: “What a club full of dicks”; “How far has the game gone?”; “Absolutely fuming”; “What is going on?”; “Short of brass Dychey?”

But apparently it is actually a thing, in all its double entendre glory. Once Manchester City get their punishment, their manager and his backroom staff might be forced to go down the same route to get in some money as they, too, will be playing non-league footie. Don’t hold your breath though.

Decision Marketing Adometer: A ‘thump it up to the big fella’ 8 out of 10