How to evaluate Durex's advertising copy?

As students majoring in new media, it is inevitable that teachers will show us a lot of good advertising copy, and the copy that convinces us most is Durex.

When I first saw those obscene advertisements in class, many people were reluctant to talk to the teacher about what was good about this copy. After all, everyone is a freshman in Macey, and most people avoid answering these questions. But after a long time, we gradually get used to it. When we get to the sophomore year, many people will discuss with the teacher what is good about copywriting and what is worth learning in the future.

Durex copywriting is particularly good at keeping up with hot spots, and any hot spot can be polished just right, so that people can understand it at a glance. Although it will be dirty, you have to admit that its copywriting can be described as an industry giant.

I remember when 16 first entered the university, Dānlín's scandal was heated up, and it was during his wife's pregnancy. The good man in many people's eyes suddenly became love rat, and everyone collapsed, which was unacceptable to many people. At that time, Durex quickly became popular, and an advertising copy called "Dan" appeared. Seeing such a copy, do you think it is very close to this derailment, and remind men to take responsibility for doing things.

Another example is the long-burning phrase "set a small goal that can be achieved first, such as earning him 100 million yuan first". This sentence comes from the mouth of the rich Wang Jianlin. Durex also followed this hot spot, "Set a goal for yourself first, one hundred million is not too much". How can such an apt copy not be praised?

For example, two days ago on Valentine's Day, Durex and jeep jointly made a copy, "There are always some places that only I can reach, starting from peaks, valleys, streams, jungles and wetlands." It can not only be close to hot spots, but also fit well with other brands. Such a powerful copy is admirable.

In my opinion, Durex's advertising copy is particularly good. Don't just think of it as a superficial condom, think about why their copy can be done so well, and what Durex can learn from when rubbing hot spots.