“Sexy Groundhog Day!” Durex Unveils Steamy Campaign To Break Stigma Of Lubricants
Sexual wellbeing brand Durex has rolled out a racy new European campaign for its lubricant range that the brand says is trying to “break the stigma around lubrication” and “challenge the myth that only penetrative sex is good sex.”
The work of Havas London and called “Foreplay Forever”, the ad is based on research that found that two-thirds of sexually active adults don’t use lubes because they believe they’re only for people who suffer problems in the bedroom.
It also found that 70 per cent of people surveyed wanted to spice up their love lives in the bedroom. Check out the sexy spot below:
Commenting on the work, Havas London’s creative director Lynsey Atkin said: “This work is about dragging flavoured (and tingling, and lots of other things) lubes out of the dusty drawer of ‘let’s-spice-things-up-shall-we-dear?’ and reminding people of what they actually do – make sex better.
“As every advice column will tell you, foreplay can be the most fun part, so we wanted to heighten this and make a film about what it might feel like for it to be so good, you wanted to do it over and over again. Like a sexy Groundhog Day.”
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