Durex has teamed up with London-based advertising agency Havas Worldwide to launch a ground-breaking “TVC with a difference”.

The brand are set to the launch the world’s first synchronised dual screen ad, where users can experience another side to the narrative if they simultaneously use the mobile app. The campaign’s aim is to capture what the characters get up in private, and direct viewers to the Durex website.

In a statement, the brand’s regional brand director, Mark Pearson said: “The new advert is hugely exciting and having watched it come together from an idea to a finished campaign, it’s clear that we’re pushing the boundaries of what’s possible in reaching and engaging our audience.

“At RB we are always looking to use exciting technologies and innovations, not only product related but in how we build our communication campaigns. There is huge further potential in this technology and we expect that other brands will follow Durex’s lead in tapping into it.”

The million pound advertising campaign was worked on by several agencies to make it fully functional across various media channels including online, TV, mobile, social, digital, search and print.

The app is downloadable from Google Play and iTunes before the ad’s premier on ITV2 during Ocean’s Thirteen on Friday 28 November.