Photo: Durex in-sync turntables, from campaignlive.co.uk

The campaign will commence on YouTube on 1 February with a spot (can now be viewed here) showing two turntables playing ‘Let’s Get it On’ by Marvin Gaye at two different speeds, which slowly become in-sync with each other playing the track coherently. The spot will also air on UK channels ITV and Channel 4 at the end of the month.

Created by Euro RSCG London, the campaign bears the idea of «slowing him down and speeding her up», as the new Durex product is designed to help partners to climax mutually.

The activity will be supported by a Facebook game called ‘How in-sync are you?’ which is to launch before Valentines Day. It will feature well-known tracks that consumers will need to speed up or slow down in order to hear them correctly, says Campaign Live.

Couples will need to stay in-sync for 10 seconds to prove their ‘virtual connection’, which will be measured by a cross-fader mechanism allowing couples to get to the next level.

RB’s acquired SSL, which owned the Durex and Scholl brands in July 2010. The same year RB has moved UK and global ad duties for its newest brands, Durex and Scholl, into its Euro RSCG. In the end of last year, Durex Play mini range was redesigned.

RB has also launched a major cross-brand promotion that will run throughout 2012 in the UK. The company has gathered its brands under the banner of ‘Britain’s Greatest’. It will focus more on the company’s key powerbrands such as Finish and Cilit Bang but also promote other brands including Durex, and Clearasil.