"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."