Durex is attempting to ram anal sex straight into the “mainstream” in an effort to educate consumers to the joys of “uphill gardening” and, of course, promote its Perfect Glide lube, specifically formulated for those who want it “round the back”.
According to Oriane Kowalczyk, the marketing director for RB Health in France, Belgium and the Netherlands, “anal sex has been under-represented in the mainstream for far too long…[and ] often our preconceptions are based on outdated cultural references as well as clichés, and the reality today is that a quarter of couples are having anal sex or want to explore it”.
Enter Havas London – quite literally it seems – which has bent over backwards to devise a new outdoor campaign. Luckily, for those of a nervous disposition, it skirts around explicit mentions of anal sex, and instead relies upon consumers’ imagination.
Due to the fact that, surprise, surprise, promoting anal does not go down well with most mainstream media owners – let alone advertising regulators – the campaign steers clear of anything down and dirty by featuring the tagline: “It’s 2020, and we still can’t talk about normal sex here.”
It then encourages consumers to visit Durex’s online hub, where they can delve deep into educational resources and advice.
Durex has also collaborated with French sex expert Maïa Mazaurette to create “The Forgotten Chapter” of the Kama Sutra, which unlike the original tome, is rather more positive about “rear action”.
The brand’s additional chapter features five positions, depicted by artist Shreya Gulati, including “the fearless cowgirl” and “ride the tiger”, in which couples can explore anal sex.
Durex exhibited its “manuscript” at Rue de Turenne in Le Marais, Paris from August 28 to 31 and it is now available to view online in all its glory.
The brand insists the campaign aims to overturn stigmas and challenge the censorship of sex. It also promotes Durex’s Perfect Gliss product – a silicone-based lubricant specifically formulated for anal sex which is available in the UK as Perfect Glide – across France and Benelux.
Havas agency One Green Bean handled earned media while Havas Paris provided activation support.
Kowalczyk added: “Couples deserve the right education, knowledge and products to make shared pleasure possible. Yet, we can’t talk about it. We hope this is the first step in encouraging a more open conversation and a world of uncensored sex for all.”
Elliot Harris, Havas London global executive creative director on the RB account, added: “Anal sex is not uncommon, and it’s not abnormal… yet we can’t talk about it on TV, in newspapers, on billboards or even online through social platforms. It’s time to end the stigma around any sex branded as ‘different’ and the negative connotations that implies – and that includes censorship from media owners – to democratise good sex for all.”
It is not known whether Harris or Kowalczyk are big fans of browning the sausage.