A new campaign by prophylactic purveyor Durex attempts to de-stigmatise dry sex for women while promoting the brand’s lubricants range.
The British campaign, titled “Ladies, let’s lube”, is the work of Havas London and plays to a theme of women taking control of their sex lives.
It tells its female audience, “We’ve made our voices hears” before adding: “Why do we still put up with uncomfortable sex?”
The ad’s the work of Havas creatives Anna Jobbins and Kate Lloyd. Check it out below: