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Durex Celebrates The Word ‘Moist’ In Playful Campaign On Lubing Up
By Izza Sofia, 19 Nov 2020
Image via Havas London
Durex has dropped a new campaign centered around “one of the most hated words,” moist.
While the mention of it often elicits a cringe, moistness is important for women to have comfortable sex. The ad features a series of diverse women saying the word “moist” directly to the camera. They progressively become more comfortable with the word the more they say it.
The ad, created together with creative agency Havas London, continues Durex’s Ladies Let’s Lube campaign, which was launched back in 2019 in an aim to destigmatize female sexual discomfort and to promote lubrication.
Durex wants women to combat dryness and have good sex with the introduction of its Naturals lube range.
Vicki Maguire, chief creative officer at Havas London, said, “Our ambition is to make ‘moist’ just another word – because once we’re comfortable with that, we can start getting comfortable talking about ladies’ satisfaction in the bedroom. Which, with more than seven in ten women experiencing uncomfortable sex in their lifetime, clearly leaves a lot to be desired.”
Lindsay Forbes, category manager at Durex, added, “Our aim at Durex is to liberate good sex for all. This campaign addresses that uncomfortableness head on – because if we can become more comfortable with the word ‘moist’, we become more comfortable talking about sexual discomfort and lube as the solution to it.”
[via LBB Online, cover image via Havas London]
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