"This makes me wanna throw up so bad."
A new advertisement campaign by the condom brand Durex Pakistan has sparked widespread outrage and shock online.
The official Instagram account of Durex Pakistan shared an advertisement that featured imagery and concepts from the film Obsession.
The ad appeared to completely sidestep the fundamental idea of consensual sexual relationships in deeply troubling ways.
The advertisement showed a Durex condom placed on a car beside the One Wish Willow from the film’s narrative.
Nikki, a character from the film, is seen standing at the doorstep of her house in the promotional material.
The tagline accompanying the image read, “Make her obsessed with you,” promoting a deeply problematic message to viewers.
The accompanying caption encouraged viewers to share the post with their own romantic interests, saying:
“Send this to your Freaky Nikki!”
The advertisement immediately drew sharp criticism from social media users who recognised the deeply problematic nature of the campaign.
One user expressed their visceral reaction, writing: “This makes me wanna throw up so bad.”
Another responded more briefly with a clear rejection, writing: “Awwww hell naww.”
A comment simply stated: “This is literally disgusting.”
Another user focused on the specific concerning imagery in the ad, writing:
“The One Wish Willow beside the condom is just disgusting.”
“Like why are we promoting non-consensual sex? You’re awful.”
That comment highlighted the core issue with the advertisement and its promotion of relationship dynamics built on manipulation.
Obsession is a film that tells the story of a man named Bear working at a music store who harbours deep romantic feelings.
He has been quietly in love with his childhood friend and coworker Nikki for a considerable amount of time.
After yet another failed attempt to confess his romantic feelings to her, Bear reaches a point of desperation.
He turns to a mysterious crystal shop and purchases a strange trinket called the One Wish Willow in search of a solution.
He makes a desperate wish using the object: that Nikki would love him more than anyone else in the entire world.
The wish comes true in ways that are deeply disturbing and represent the worst possible outcome imaginable.
Nikki’s feelings become overwhelming, obsessive and unstable, transforming from affection into something far more dangerous.
Her love for Bear becomes violent in its intensity, and she cannot bear to be separated from him for any length of time.
When he leaves, she reacts with panic and desperation, displaying behaviour that can only be described as deeply disturbing and unstable.
The film includes a highly debated and disturbing scene in which Bear has sex with Nikki while she appears helpless.
Throughout this encounter, Nikki is visibly trapped inside a version of herself that she cannot escape or control.
Her agency and consent have been completely removed by the magical manipulation that trapped her in obsessive feelings.
The Durex Pakistan advertisement promoting sexual products using this exact narrative was deemed deeply problematic by netizens.
The condom brand has deleted the advertisement after facing backlash.
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