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'Ladies, Let's Lube': Durex Campaign Aims to Destigmatise Female Sexual Discomfort

Creative 2.7k Add to collection

Havas London launches fourth wall-breaking film from Fleabag and Killing Eve director Harry Bradbeer

'Ladies, Let's Lube': Durex Campaign Aims to Destigmatise Female Sexual Discomfort
Durex today launches a global marketing campaign that aims to challenge some of the misconceptions around female sexual discomfort, highlight its ubiquity and normalise the use of a simple solution – lubrication. 

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, 9 out of ten women who use lube say that sex feels better – and this campaign, for Durex Naturals Intimate Gel, points out that it’s totally natural to reach for the lube on those drier days. It launches in the UK via TV, social, online, a campaign hub featuring information and Q&As, and in-store at UK Boots and Superdrug stores, before being rolled out globally.

At the centre of the campaign, devised by creative agency Havas London, is a film which nods to and celebrates women pushing against archaic attitudes to their bodies, choices and equal rights, then questions – given this – why women still put up with something like uncomfortable sex. Featuring a touch of humour and plenty of exasperated looks, it was directed by Harry Bradbeer, best known for his work on acclaimed series Fleabag and Killing Eve. It ends with a defiant call to action: Ladies, let’s lube.


Claudia Bencini, senior brand manager at Durex says: “We’re on a mission to liberate women from sexual discomfort – currently the norm, but only because many women don’t realise the effect of their cycle on natural lubrication levels. That’s why, for the first time in this category, we’re focusing specifically on women – giving them the inspiration, knowledge, tools and product to enjoy sex without compromise.” 

Lynsey Atkin, creative director at Havas London, adds: “Nothing much beats good sex. So putting up with being uncomfortable, slapping on a brave face and going through the motions because ‘that’s just how it is’ has no place in today’s bedrooms or backseats. We wanted to have a bit of fun – because, sex – raise some knowing smiles, point out the solution and ensure being a bit dry down there when everything else says ‘yes f*cking please’ definitely isn’t something for anyone to feel bad about.”
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Post Production / VFX

Post Production Company: The Mill

Colourist: James Bamford

Production Company

Production Company: Park Village

Executive Producer: Peter McMillan

Director: Harry Bradbeer

DOP: Ole Bratt Birkeland

Sound

Sound Engineer: Tom Lane

Sound Company: Angell Sound

Voice Over: Emerald Rose Lewis

Music

Composer: Peter Duffy

Offline

Editor: Rebecca Lloyd & David Stevens

Edit Company: The Assembly Rooms

Creative Agency

Creative Agency: Havas London

Creative Director: Lynsey Atkin

Creatives: Anna Jobbins & Kate Lloyd

Producer: Katie Wood

Deputy Executive Creative Director: Elliot Harris

Account Team: Ainhoa Wadsworth, Nick Boyle, Belinda Bennett & Victoria Goulder

Assistant Producer: Anya Williams

Strategy Partner: Chantelle Begley

Head of Design: Lorenzo Fruzza

Client

Advertiser: Reckitt Benckiser

Brand: Durex

Marketing Director: Mark Pearson

Senior Brand Manager: Claudia Bencini

Genres: Comedy, People, Dialogue

Categories: Sexual Health, Corporate, Social and PSAs

Havas UK, Tue, 22 Jan 2019 11:15:06 GMT