Durex has poked a satirical stick at tech advertising in a new campaign that questions what type of smartphone technology might help to improve a couple’s sex life. In keeping with the irreverent tone that has come to typify the brand, the ad then concludes by saying that the answers lies in the off button.
Although largely whimsical, the ad taps into a growing concern that technology might be driving a wedge between couples. And according to an article published on the Irish Examiner, there’s data to back these concerns:
“Research conducted by Princeton Survey Research Associates International on a sample of 2,252 Americans last year indicates cause for worry: 25 percent felt their partner was distracted by their phone when they were together and 8% had argued as a result. The figures were worse for younger people: 42 percent of 18-to-29-year-olds said their partners had been distracted by their phones and 18 percent had argued over the amount of time the other was spending online.”