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?”
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]
Independent creative agency Edge has launched Nevro’s first local campaign, “I am not my pain”. Nevro is a medical technology company offering innovative solutions to chronic pain. Their HFX therapy has been available in Australia since 2011 and is a form of spinal cord stimulation (SCS), where an electrical device is implanted surgically near the […]
Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid. Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]