Durex's Catchy Sexual Health Rap on TikTok Is 'For Your Penis'
"This for your penis
I said this one for your penis.
When I say FYP—really know that's for your penis."
Hip-hopper That Kid CG leaves no room for misunderstanding in a giddy schlong song he recorded for condom brand Durex to promote safe sex and challenge the "bigger is better" myth.
CG, aka Craig Lashley, works as a creative at VaynerMedia, which helped develop the campaign. Agency staffers Katie Haller and Danny Chamberlain, also aspiring rappers, spun rhymes and appear with CG in the project's promo clip.
Dubbed "FYP (For Your Penis)," the work plays off TikTok's "FYP/For You Page" memes and targets a teen and young-adult audience with fun, frank, positive messaging.
"My bed it creak.
My head on fleek.
She said let's freak.
So we head to the peak.
It doesn't matter the size you got,
let's focus on technique.
If I can do it then you can do it,
cuz look at me, I'm a geek.
Rockin' Durex—havin' great sex
takes away stress—reach the apex!"
And if you're thinking the video from director Wheaton Simis offers cheeky, goofy, NSFW shenanigans—well, d'uh!
The track provides a woman's POV, too:
"Always keep a Durex—make him wrap up that salami,
'Cuz I got goals I ain't tryin' to be a mami!
On top, doggy style—we can do it both ways.
Can't stop my responsible hoe phase!"
"FYP (For Your Penis)" evolved from Durex's rhythmic "unboxing" clip aimed at twenty-somethings. User engagement boomed as fans enquired why the spot kept popping up (heh) on their TikTok "For You" pages. Some suggested the clip, which has garnered nearly 4 million views, morph into an actual song. Durex complied, with an assist from Vayner, which is well-versed at innovative musical fusions, notably for DraftKings and O-I.
"We're passionate about creating work that can be a real part of culture and connect with our audience," agency ECD Aaron Howe tells Muse. "We've found that music-centric content gains traction and is an engaging format to truly connect with consumers in an authentic way."
For Durex, the approach is passionate, that's for sure! "After seeing the success of their viral ASMR video, That Kid CG came up with the 'Why is this on my FYP?' hook, which inspired the full-length song and music video," Howe says.
To recap:
"It's gon' feel like
Ain't nothin in between us.
This for your penis,
I said this one for your penis
When I say FYP, really know that's For Your Penis!"
And you can go deep inside the shoot with this BTS reel:
CREDITS
Client: Durex
Campaign:"F.Y.P. (FOR YOUR PENIS)"
Agency: VaynerMedia
Client: Reckitt Benckiser
CEO, Reckitt-Benckiser: Laxman Narasimhan
SVP, Global Category Growth Officer: Olga Osminkina-Jones
Head of House of Durex: James Vickerstaff
Senior Brand Manager: Mathilde Capart
Global Brand Marketing Manager: Nicolò Scala
Global Head of Content & Publishing: David Lopez-Rotzetter
Global Marketing & Communication: Lewis Taffs
Associate Brand Manager: Luc Ponvert
Agency: VaynerMedia
Chief Creative Officer: Rob Lenois
Executive Creative Director: Aaron Howe
Group Creative Director: Mark Krajan
Senior Creator: Katie Haller
Senior Creator: Danny Chamberlain
Creator: Craig Lashley
Chief Strategy Officer: Wanda Pogue
SVP, Strategy: Georgie Ramamurthy
VP, Strategy: Landon Brown
Senior Strategist: Joshua Goodman
Strategist: Ahmed Sabih
Managing Director: Lisa Buckley
SVP, Client Services : Jonathan Murtaugh
Vice President: Shahaab Quraishi
Account Director: Franziska Pugh
Account Executive: Issa Peña
Director, Project Management: Jocelyn Liang
Senior Project Manager: Anna Guo
Sr. Producer: Stephen Sislen
Production Company: Harlem Roots Productions
Director: Wheaton Simis
E.P./Managing Partner: Rodney Byerson
Post Production Facility: Eva Nosidam Los Angeles
Editor: Sean Barrett
Executive Producer: Bobby Wittenberg
