Internet 'disgusted' by Durex Pakistan's Obsession-inspired ad over consent concerns

Durex Pakistan has drawn online criticism for an Instagram post themed around the horror film Obsession. Users said the ad ignored the film's disturbing consent context and made light of non-consensual sex.

In Short

• Instagram post used Bear, Nikki and One Wish Willow imagery
• Tagline urged followers to make her obsessed with you in post
• Users said the campaign seemed to trivialise consent and assault

Durex Pakistan has come under fire online after an Instagram post inspired by the horror film Obsession sparked criticism from fans, with many accusing the brand of trivialising the film's themes of consent and unhealthy obsession.

The post, shared on Durex Pakistan's official Instagram account, featured a Durex condom placed beside the film's fictional One Wish Willow, with Nikki (played by Inde Navarrette) standing at her doorstep. It carried the tagline, "Make her obsessed with you," while the caption read, "Send this to your Freaky Nikki!"

See the post here:

The campaign quickly drew criticism from viewers, many of whom argued that it ignored the context of the film and reduced one of its most disturbing storylines to a marketing gimmick.

One user commented, "This makes me want to throw up so bad (sic)." Another wrote, "This is not a good reference (sic)." A third called the post "literally disgusting," while another added, "The One Wish Willow beside the condom is just disgusting. Why are we promoting non-consensual sex? You're awful (sic)."

Read a few comments here:

All about Obsession – Review, box office performance, plot

Much of the backlash centres on one of Obsession's most debated scenes, which viewers say explores the loss of agency and the consequences of obsessive, unhealthy relationships. Critics argued that referencing those elements in a condom advertisement overlooked the film's broader message and the issue of consent.

Directed by Curry Barker, Obsession has emerged as one of the year's biggest surprise box-office hits, grossing more than $250 million worldwide against a reported budget of $750,000. The horror film has earned praise for its exploration of toxic relationships, loneliness, male entitlement and loss of agency.

The story follows Bear (Michael Johnston), a lonely music store employee who has long been in love with his childhood friend Nikki (Inde Navarrette). After making a wish using a mysterious object called the One Wish Willow, Bear's desire for Nikki's love is granted – but in a deeply unsettling way. What begins as unrequited affection spirals into an all-consuming obsession, driving the film's psychological horror.

As Obsession continues to generate discussion for its themes, Durex Pakistan's post has become the subject of online criticism, with many fans arguing that the campaign failed to recognise the darker context behind the film's imagery.

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