# Autocorrect Sexual Health Campaigns MRM NY Creates a New Playful Ad Campaign for Durex By Amy Duong | Published 2023-06-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/mrm-ny References: [designtaxi](https://designtaxi.com/news/423869/Durex-Celebrates-Apple-No-Longer-Autocorrecting-Ducking-In-Vivid-Ads/) & [mrm](https://www.mrm.com/en/?utm_source=DesignTAXI&utm_medium=DesignTAXI&utm_term=DesignTAXI&utm_content=DesignTAXI&utm_campaign=DesignTAXI)  During this year's WWDC, [Apple](https://www.trendhunter.com/trends/the-underdogs) noted that the auto-correcting feature will be better based on users' habits and notably avoid "ducking" when trying to use the curse word. [Durex](https://www.trendhunter.com/trends/the-durex-blocker) spins this into a new and playful campaign with the help of the marketing agency MRM NY. It features [colorful graphics and playful ducks](https://www.trendhunter.com/trends/soft-on-the-inside) that resemble the notion. Chief Creative Officer of MRM NY, Harsh Kapadia explains that “In a time when brands are expected to be more relevant and open, we decided to take what the world was already meme-ing and turn it into a cultural commerce opportunity. here are many reasons why *uck gets censored, but it’s about ducking time we got a little more open and started celebrating.” Image Credit: MRM NY ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 37% | Activity: 26% | Freshness: 16% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Enhanced Autocorrect:** The improved autocorrect feature based on user habits presents an opportunity for companies to create playful and engaging campaigns. - **Playful Advertising:** Playful and creative campaigns like the Durex campaign can capture consumers' attention and generate positive brand associations. - **Embracing Memes:** Turning popular memes into advertising opportunities allows brands to stay relevant and connect with consumers on a cultural level. ### Where This Applies - **Marketing and Advertising:** The marketing and advertising industry can leverage enhanced autocorrect and playful advertising to create innovative and memorable campaigns. - **Consumer Goods:** Consumer goods companies, such as Durex, can incorporate playful advertising strategies to differentiate their products and appeal to a younger target audience. - **Technology:** The enhanced autocorrect feature showcases the potential for technological advancements and improvements in user experience. ## Related on Trend Hunter - [Fictional AI-Powered Condoms](https://www.trendhunter.com/trends/manforce-condoms.md) - [Women-Focused Digital Safety Initiatives](https://www.trendhunter.com/trends/the-durex-blocker.md) - [Valentine's Day Prophylactic Campaigns](https://www.trendhunter.com/trends/durex-afterglow-campaign.md) - [Playful Language App Campaigns](https://www.trendhunter.com/trends/duolingo-4.md) - [Fuss-Free Condom Deliveries](https://www.trendhunter.com/trends/durex-condoms1.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Erectile Dysfunction Ads](https://www.trendhunter.com/trends/mangorx.md) - [Naughty Holiday Campaigns](https://www.trendhunter.com/trends/diesels-xxxmas.md)