Durex and agency Havas London have been hard at work trying to destigmatize the conversation around sexual discomfort for some time now in their ads for lube. The brand did so playfully with 2020's spot examining the word "moist" and now it's back with another spot that aims to "tell the uncomfortable truth" about sex.
Like the previous spot, it's delighfully frank, jaunty and comedic, with plenty of "Fleabag"-style fourth wall breaking, as well as a hilarious moment with a woman talking to her cat after masturbating ("All women can get naturally dry days," she says). There are also a few seeming nods to the pandemic—a couple has sex in a tent (presumably because they're not allowed to meet up indoors) and another pair find a laptop on the bed to be something of a passion-killer. Alicia MacDonald directed the film via Missing Link.
The point is to take on unrealistic portrayals of sex and challenge women to be a little more honest about their sex life. The campaign also includes a series of digital, social and out-of-home executions shining a light on these common misconceptions. They feature lines such as "all women can get naturally drier," "sometimes sex can feel a bit ‘meh’ (help feel mmm with lube)" and "sex with condoms can feel a bit oof’." Running across the U.K. and Europe, the campaign will also span PR activation and influencer partnerships later this year.
“Believe it or not, lube ain’t just for menopausal women and those who enjoy the kinkier side of life. But it’s societal norms and misunderstandings like this that hold people with vaginas back from having the sex they deserve–which is why this campaign is so important," said Vicki Maguire, Chief Creative Officer at Havas London, in a statement. "With this campaign, what I love most is that we’ve created something honest and empowering, that loudly and proudly puts the female sexual experience front and center. When was the last time you saw a woman masturbating in an ad?”