Sexual wellbeing brand Durex has released the latest instalment of its ‘Let’s Lube’ campaign, ‘The Uncomfortable Truth’.
‘Let’s Lube’ is a campaign that began running in 2019, and continued in 2020 with ‘MOIST’. It aims to confront misrepresentations of the female sexual experience, particularly around vaginal dryness.
‘The Uncomfortable Truth’ was produced by Havas London, and promotes Durex’s Naturals lube range, which includes a lubricated condom designed for people with vaginas. In the ad, various women break the fourth wall as they discuss the fact that sex isn’t always pleasurable without lubricant.
Lindsay Forbes, marketing manager at Durex, said, “at Durex, we’re on a mission to liberate good sex – and for women, who can be naturally drier down there for up to two-thirds of the month, that may well involve lube.”
“If year one of ‘Let’s Lube’ was about education, and year two about engagement, this year is all about normalising the acknowledgement of dryness as part of the natural female experience in sex – heroing lube and lubricated products as the choice she can make to make sex better, every time.”
Chief creative officer at Havas London Vicki Maguire added, “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.”
“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 centre. When was the last time you saw a woman masturbating in an ad?”
