An ad to remember: Here's why Durex apologised to Singaporeans and asked them to forgo their condom

Condom manufacturer Durex has apologised to the population of Singapore. On the occasion of the country's Golden Jubilee on 9 August, the company issued an apology in a national newspaper. To top the apology, Durex even urged its consumers to forgo using its own product.

 An ad to remember: Heres why Durex apologised to Singaporeans and asked them to forgo their condom

The Durex Singapore ad. Image Credit: Twitter

But what prompted the condom company to apologise to an entire nation? A job done too well, of course.

The premise of the ad was simple: Durex has been doing such a good job as a contraceptive that the birth rate in Singapore has declined at an alarming rate in the past 50 years. The company expressed that this was never its intention and therefore offered sincere apologies.

And in a bid to rectify this 'unfortunate situation', Durex urged all 'committed and loving married couples' to not use its birth-control products on Singapore's Golden Jubilee Day so that Singapore could 'embrace prosperity', which is measures in diapers not dollars.

Thus, in an exceedingly smart and sharply-written ad, Durex not only established its market presence, but also gave people an ad they are very likely to remember for a long time.

Here 's the complete text of the Durex ad

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.

Love, Sex,


As expected, the 'apology' ad created quite a buzz on social media with multiple shares on both Twitter and Facebook. Users all over the world shared the ad and praised it's unusual approach.

Nicely done, Durex!

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Updated Date: Aug 12, 2015 15:45:23 IST