In the UK, Durex suggests a Valentine's Day chocolate substitute

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The condom-maker proposes a smooth new move

LONDON — Durex, the condom and sex toys brand owned by RB, is encouraging couples to "ditch" chocolates and roses this Valentine's Day and try something new instead.

Its £1.5 million ($2.3 million) campaign features a man holding a range of Durex lubrications packaged as flowers, with the tagline, "Why not give something a little different for a change?"

The campaign was created by Havas Worldwide.

The brand said it launched the campaign after it found that pleasure gels are "one of the most popular things that people would like to experiment with in the bedroom."

There is also an ad to coincide with the release of 50 Shades of Grey, the film set to be released this Friday. The spot says, "Reality, it's better than literature."

Unsatisfied? Check out Trojan's take on "50 Shades"

It shows a couple reading in bed and throwing away their books as the woman reaches for a Durex-labeled box in a drawer.

Creative direction for the ad was handled by Christian Sewell and Andy Mcananey with Mark Fairbanks, the executive creative director.

It was directed by Toby Macdonald through Partizan. The media agency was ZenithOptimedia.

This article first appeared on campaignlive.co.uk.

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