Durex's big announcement is a big turn off

So it turns out the future of sex has not arrived.

Last week Durex announced it was 'diversifying' into digital technology ahead of a major product launch that would change the future of sex. The company said it would be announcing a game-changing product, a technological breakthrough that would help users achieve an orgasm with their smartphones.

Turns out Durex's big announcement was actually just a clever marketing ploy. Well played, Durex.

After a week of speculation, the breakthrough technology is nothing other than the off button.

The 'wellbeing' brand has released a video on YouTube enticing a wide range of 'diverse' couples with the promise of a new technology that would help them in the bedroom. Durex calls the video "honest yet moving". I called it a wasted three minutes.

Yet, the dupe is working. The video already has over three million views. The short clip follows beta testers on their 'emotional journey', highlighting what Durex says is the serious issue that we are becoming 'enslaved' to technology.

"It has been released alongside a study by Durham University, which reveals that pervasive use of technology in relationships is seriously impacting how often we have sex, even cutting intercourse short and causing tensions in relationships," Durex says.

The research that has been highlighted is quite revealing. According to researchers from Durham's Centre for Sex, Gender and Sexualities, 40% of those interviewed have delayed sex because of technology, largely smart phones and tablets, with others. Moreover, a third of the couples interviewed admitted to interrupting sex to answer their phone.

Ukonwa Ojo, head of Global Brand Equity at Durex says, "We are thrilled with the response to this campaign and the video itself, and hope that it will go some way to re-connecting couples who have let technology come between them.