Durex has unveiled a campaign in Israel in a bid to encourage women to explore pleasure and passions through the brand’s ‘Naturals Intimate Gel’ product.
Developed by creative agency Havas Tel Aviv, the ‘Experience the experience’ campaign does not hold back with its visuals, depicting the sex lives of various couples.
From activity in showers, yoga matts and showers, the steamy spot also sees tattoos bloom and pulsate to the movement of the women featured.
“Especially in Israel, especially now. I’m incredibly proud to stand behind a film that instead of falling to the same old clichés offers a slightly different approach on a broader than usual spectrum of women from all ages, sizes, colors and sexual preferences,” Havas Tel Aviv co CEO and chief creative officer, Ben Sever, told The Drum.
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The news comes weeks after Durex interrupted a Premier League game on International Women’s Day to highlight the anti-climactic nature of the orgasm gap.
The idea was sparked after a report found that sexually active women in the UK are four times less likely to say they always orgasm during a sexual encounter than a sexually active man. By partnering up with sex expert and broadcaster Alix Fox, Durex is offering tips and advice to help the public narrow the gap and achieve ‘orgasm equity’.
