Durex: Perfect Gliss
Anal sex remains stigmatised and underrepresented - including by media owners, which restrict reference to it in advertising. This campaign decries the fact ‘it’s 2020, and we still can’t talk about normal sex here’, as well as introducing a brand new chapter of the Kama Sutra...
We have launched a new marketing campaign for Durex which aims to challenge societal attitudes and long-held misconceptions around anal sex, an often-stigmatised experience of sexual connection. Created in partnerships with Havas' earned media agency One Green Bean, and with activation support from Havas Paris, the campaign reflects Durex’s commitment to being a ‘mainstream activist’ against stigmas and taboos and to champion a world of uncensored sex for all.
Despite research indicating people have anal sex more than 56 billion times every year, societal taboos around anal sex are still rife – including from the vast majority of mainstream media owners, who explicitly prohibit any reference to it in advertising. To bypass these restrictions, Durex has unveiled a series of billboards that avoid explicitly referring to anal sex, instead decrying the fact that ‘it’s 2020, and we still can’t talk about normal sex here’. These billboards instead encourage people to visit Durex’s educational online hub, which includes a wealth of information and advice around anal sex and which aims to improve the experience of anyone currently having anal sex or simply those who would like to explore it.
Moving away from the restrictions of paid media, the campaign also identifies and addresses a glaring omission within the Kama Sutra. Recognised as one of the most comprehensive guides to sex and intimacy, it spans 36 chapters across seven books – and yet includes very little positive reference to anal sex within its pages.
To rectify this, Durex has worked with French sex expert Maïa Mazaurette to publish ‘The Forgotten Chapter’ of the Kama Sutra, showcasing the potential of anal sex for shared pleasure and intimacy. Five positions including The Fearless Cowgirl and Ride the Tiger are beautifully depicted in a series of vivid and intimate illustrations by artist and illustrator, Shreya Gulati, featuring a diverse array of couples exploring anal sex.