Condom and personal lubricant brand Durex is looking to turn up the heat ahead of Valentine’s Day with a new campaign that aims to change the conversation around pleasure.

Developed by creative agency McCann London, ‘Afterglow’ will be focused on making personal lubricant the must-have step in everyone’s self-care routine.

Shaped by creative directors Manuel Castillo and Enrique Torguet from McCann Madrid, the creative idea is centred around Durex research that suggests regular users of lubricant during sex report higher levels of satisfaction.

“Lube is a game-changer, yet so many people still see it as optional. At Durex we help people have better sex, and we know that lube makes every sex occasion more pleasurable,” said Durex category manager, Charlotte McCrudden.

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“We’re lighting up our social channels in the lead-up to Valentine’s Day, sparking conversations, breaking taboos, and ensuring that everyone gets the pleasure, and the afterglow, they deserve.”

The brand’s social-first campaign will feature a 30-second hero spot supported by a series of 15-second cut downs and online content from a roster of ‘sex-positive’ influencers.