Spacey ad for adult toys invites you to become an ‘asstronaut’ exploring Uranus

Mars is not the only planet piquing humans’ interest these days. For many adults, Uranus is another place that stirs … curiosity. European adult accessory retailer EasyToys has launched a campaign encouraging people to “Explore Uranus” and break down taboos about anal play. The campaign, created by independent agency Officer & Gentleman, launched with a cheeky (albeit safe-for-work) film that depicts an anonymous astronaut observing a black hole. A comic voiceover encourages the astronaut not to fear the immensity of the hole and instead explore it for “an inner space of infinite pleasure.” Once they do, they realize what they were searching for was “right around the corner” the whole time. The campaign comes as less than half of adults surveyed by Easy Toy say they have engaged in anal play, with 80% citing “cultural taboos” as the primary reason. That ratio is in stark contrast to the volume of anal accessories sold, as one in every 10 adult accessories sold is an anal toy. Also read: This sex-toy brand urges you to break up with your showerhead EasyToys’ campaign aims to inject humor into the prospect to dispel shame. In addition to the film, the brand is encouraging pleasure seekers to join an “Asstronauts Training Program” and embark on a voyage into uncharted territory by teasting out an Asstronaut Training Kit—a pack containing a collection of space-aged anal probes created by Hueman (some of which make cameos in the ad). The campaign follows EasyToys’ new international brand positioning, “It’s Playtime,” which was also developed by Officer & Gentleman. “Our aim has been identifying unique ways to broach these kinds of subjects, to show people that they’re not alone, either in their fears or their desires—and offer them advice and products to help improve their sex lives,” said Javi Iñiguez de Onzoño, co-founder at Officer & Gentleman. “The trick is finding a way to reach them, and in this case, it was using the metaphor of space exploration to talk about self-exploration.” The campaign goes live today in the Netherlands, accompanied by a host of activations through the rest of the month to promote what the brand is dubbing “Anal August.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Spacey ad for adult toys invites you to become an ‘asstronaut’ exploring Uranus

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