Peach
Hobby home page
Soundlounge
Electriclime gif
AdGreen
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Durex Gel Helps Take the Dryness Out of January

Creative 547 Add to collection

The campaign from Havas London encourages more women to normalise the use of intimate gel

Durex Gel Helps Take the Dryness Out of January

This month, Havas reprises Durex’s Ladies, Let’s Lube campaign with a cheeky nod to everyone whose January is a bit drier than expected. 

The tactical press, social and OOH ad injects some double entendre into the concept of Dry January, as the question ‘Dry Jan?’ is answered simply with a bottle of Durex Naturals Intimate Gel and a call to action: Ladies, Let’s Lube.

It marks a light-hearted follow up to last year’s TV ad, a playfully knowing, fourth wall-breaking film from Fleabag and Killing Eve director Harry Bradbeer, which aimed to destigmatise female sexual discomfort and unlock better sex for everyone.

Discomfort during sex is a familiar feeling for many women, but few talk about it and less than 50% actually do something about it. That means that more than half of women are putting up with uncomfortable sex – despite the fact that women naturally feel a bit drier down there for two-thirds of their cycle.

In fact, nine out of ten women who use lube say that sex feels better – and, as the Ladies, Let’s Lube campaign points out, it’s totally natural to reach for the lube on those drier days.

Kate Lloyd, creative at Havas London says: “As part of Durex’s ongoing mission to normalise lube and help end uncomfortable sex, we thought we’d encourage people to get over any New Year blues with a little lube. While millions of Britons sign up to dry January, we want to remind them that sometimes it’s better to be wetter.”

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Creative agency: Havas London

Creative Partner: Elliot Harris

Creatives: Kate Lloyd, Anna Jobbins, Cate Anderson, Katie Wood

Designer: Josh Toogood

Managing Partner: Ainhoa Wadsworth

Business Director: Nick Boyle

Account Manager: Victoria Goulder

Strategy Partner: Chantelle Begley

Strategy Director: Ally Chapman

Producer: Diana Turchi

Genres: People, Dialogue

Categories: Sexual Health, Corporate, Social and PSAs

Havas UK, Tue, 21 Jan 2020 13:26:31 GMT