This Durex ad tries to make us comfortable with the word 'moist'

Spot by Havas aims to destigmatize the conversation around lube

Published On
Nov 18, 2020

Editor's Pick

"Moist" is one of those words in the English language that a lot of people hate. Now, a campaign from Durex aims to destigmatize the conversation around using lubrication by getting us to say it. An ad by Havas London has a series of women repeating the word; although the first looks surprised when she hears it in a weather report, subsequent scenes depict everyone saying it in a perfectly matter-of-fact way. The ad aims to get women comfortable with talking about sexual discomfort and lube as the solution for it—according to Durex research, discomfort is something experienced by seven out of ten women. 

Kate Cox at HunkyDory directed the playful spot. A wider campaign also includes outdoor ads with "moist" in huge, unmissable type. The brand plans to run OOH at locations including the Westfield London mall, on the U.K.'s largest outdoor motion screen. The wider campaign also includes sponsorship of topical podcasts including "No Holes Barred," and "The Girls Bathroom."

"It’s the shortest script we’ve ever written, and yet the most uncomfortable," comments Vicki Maguire, chief creative officer at Havas London. “It’s the one word above all others guaranteed to provoke a visceral reaction. Thing is, it’s taboo just like female pleasure is taboo. Our ambition is to make ‘moist’ just another word—because once we’re comfortable with that, we can start getting comfortable talking about ladies’ satisfaction in the bedroom."



Nov 18, 2020
Client :
Agency :
Category Manager :
Lindsay Forbes
Category Manager :
Annelie Pennock
Assistant Brand Manager :
Isabelle Hosking
Chief Creative Officer :
Vicki Maguire
Elliot Harris
Creative Team :
Greg Ormrod
Creative Team :
Thomas Worthington
Managing Partner :
Ainhoa Wadsworth
Business Director :
Nick Boyle
Senior Account Manager :
Victoria Goulder
Strategy Director :
Ally Chapman
Agency Producer :
Frankie Burwell
Agency Producer :
Kat Loizou
Head of Design :
Lorenzo Fruzza
Designer :
Sarah Butler
Media Agency :
PR Agency :
Hill+Knowlton Strategies
Production Company :
Hunky Dory
Producer :
James Fuller
Director :
Kate Cox
Eira Wynn Jones
Editor :
Laura Cairney-Keize
Editor :
Post Production :
Colorist :
Adam Clarke
Flame Artist :
Carl Godwin Alvarez
Motion Graphics Artist :
Lawrence Scanlon
Audio Post-Production :
String and Tins

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