Durex has launched an SOS Condoms iOS app, promising to deliver protection whenever it is needed.
After downloading the app, a map appears to help you locate yourself. You can then choose the desired product as well as the method of delivery – options include a pizza delivery man, police officer and tourist – with payment expected on receipt of goods.
So far, Durex’s service is only available in Dubai, but the company is taking votes on the app website for which city should get it next.
A video supporting the ad campaign has also been released to promote the "public service.”
Thomas Granger, general manager of Buzzman, the creative agency behind Durex's new Dubai ad campaign said: "We've come up with the perfect way to market the product and sell the product that no one is allowed to talk about."