Observed Signal · Oct 9, 2026 · Campaign Launch · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Durex Signs Sean Dyche for 'Get Wood Rising' Campaign
Durex, a brand by Reckitt, has launched a season-long comedy campaign called 'Get Wood Rising' with former Premier League manager Sean Dyche as 'performance director.' The campaign, created by McCann Content Studios at McCann London, centers on a fictional partnership with real non-league club Woodley United FC, which hasn't had a promotion in 10 years. The 100-second launch film uses innuendo and humor to promote Durex Performance condoms and gel, featuring comedian Chris McClure as a performance assistant. The social-first campaign debuted on October 9, 2026, and amassed over a million views on Instagram within hours. Documentary-style episodes and behind-the-scenes content will run across Meta, TikTok, and influencer channels throughout the season. The campaign aims to make conversations about sexual performance more open and relatable while driving brand awareness and market share.
The campaign is a notable example of a brand leveraging a cultural figure and grassroots sports partnership to create engaging content, potentially influencing marketing strategies in the AdTech and brand advertising space.
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Key Takeaways & Evidence Grounding
- Durex launched 'Get Wood Rising', a season-long campaign with former Premier League manager Sean Dyche.
- The campaign is a partnership with non-league football club Woodley United FC.
- The launch film gained over one million views on Instagram within hours of its October 9 launch.
- The campaign is created by McCann Content Studios at McCann London.
- Content will run across Meta, TikTok, and influencer channels throughout the season.
Connected Companies & Entities
1 Entity mapped“David Shillcock, NEU marketing director at Reckitt UK, said...”
Ontology Mapping & Concepts
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