Last month we discussed the rising popularity of region-specific social networks such as China’s Sina Weibo and Tencent Weibo, and during election night the former proved that they’ve just as much clout as the likes of Facebook.

Condom brand Durex took a cheeky jab at the election outcome with the below post, the translation of which reads: “The difference between Obama and Romney is…”

After just 12 hours, the advert had been forwarded over 43,000 times with 12,750 comments, and is now doing the rounds on social networking sites around the globe.

This was a bold move by Durex – no doubt its European and American counterparts recoiled in marketer’s panic when it surfaced. Nonetheless, the brand gets a boost from those that appreciate the humor, and to those – likely Westerners – that object, the company can simply shrug and say, ‘Eh… China. Nothing to do with us’.

Well played, Durex.