Durex has today launched a playful, pro-foreplay marketing campaign for its Pleasure Gels lube collection. Foreplay Forever, which runs across multiple European markets, aims to … read morenormalise lube usage for pleasure - not just for problems - while simultaneously busting the myth that only penetrative sex is good sex. Two-thirds of sexually active adults don't use lubes - with the most common reason being a belief they don't need to.
Agency: Havas, London
Yet despite the fact lube is viewed by the majority as a solution to a problem, not as something that enhances pleasure, sexual satisfaction is higher among those that use it. This, coupled with the fact that 70% of people have tried to improve their sex lives, sees Durex reprise the message ‘Sex feels better with lube’, first introduced earlier this year in its Ladies, Let’s Lube campaign. Foreplay Forever centres around a playful TV spot depicting a couple caught in a never-ending loop of foreplay passion. Each time, they grab a different lube from Durex’s Pleasure Gels range, including massage, warming, flavoured and tingling varieties; each time, the scene glitches and the couple end up back where they started, bemused, slightly flustered, but excited to do it again. Reflecting the different experiences provided by the different lube variants, the film ends with the line ‘With so many new sensations to try, you’ll never want to finish getting started’. It was directed by Simon Cahn through Pulse Films.
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