When it comes to advertising condoms that prolong pleasure due to a unique anaesthetising gel formulated by Durex, almost every man of consenting age makes it into the target market. The idea was to suggest that it was to the benefit of your partner to use the product. By using a well-known turn of phrase to amuse and reward the potential customer, we managed to communicate the single minded proposition, i.e. that by using the Performa condom you have the power to decide who climaxes first.