DDB Canada, K-Y: Let’s Talk About Lubricant, Baby

By Erik Oster 

DDB Canada has a new campaign for K-Y Brand lubricant called “Warm Up To Love Again.” As the title suggests, this campaign is targeted at couples having intimacy issues, rather than continually fapping, hormonal teenage boys (another key lubricant demographic). More specifically, the campaign speaks to “women, who want to stay connected with their partner through enjoyable physical and emotional intimacy, but who have not been comfortable introducing a personal lubricant into their relationship.”

DDB manages to do this with lighthearted humor, important because of the awkwardness of broaching the issue of personal lubrication. In each spot, a woman witnesses her (conspicuously unsexy) partner performing an everyday task in slow-motion, while an R&B slow jam plays in the background. The idea is that K-Y “makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners in a whole new light,” explains agency ECD, Denise Rossetto. So, suddenly seeing her partner starting up the lawnmower or do push-ups is enough to turn each of the women in these spots on, culminating into the campaign’s “Warm Up To Love Again” tagline. DDB keeps things short and to the point, with the trio of adverts each clocking in at 15 seconds. The campaign debuted online on December 12th, and will make its television premiere next month. Credits and “Sit-Ups” after the jump.


Client & Product: Johnson & Johnson – K-Y® TOUCH™ 2-in-1 WARMING® MASSAGE OIL AND PERSONAL LUBRICANT

Campaign Title: “Warm Up To Love Again”

TV/Online videos: “Lawnmower” (00:15), “Hair Dryer” (00:15), “Sit-ups” (00:15)

Client: Tim Boughtflower (Group Brand Director at Johnson & Johnson), Heidi Chiu (Brand Manager at Johnson & Johnson)


Agency: DDB Canada

Chief Creative Officer: Kevin Drew Davis

Executive Creative Director: Denise Rossetto, Todd Mackie

Associate Creative Director: Paul Wallace

Copywriter: Domenique Raso

Art Director: Rebecca May

Agency Producer: Caroline Clarke

Account Team: Jacqui Faclier (Business Unit Director), Susan Powell (Account Director)

Vice President, Strategy and Innovation: Dino Demopoulos

Strategy: Sandra Moretti

Media Company: J3


Production Company: Untitled Films

Executive Producer: Lexy Kavluk

Director: Curtis Wehrfritz

Director of Photography: Brendan Steacy

Line Producer: Micheal Smith

Editorial: Posterboy

Editors: Brian Williams, Raj Ramnauth

Producer: Michelle Rich

Online House: Azyzfx

Online Editor: James Andrews

Online Producer: Karen Huybers

Colour: Alter Ego

Colourist: Tricia Hagoriles

Audio House: RMW Music

Audio House Producer: Jeff Cohen

Audio House Engineer: Dustin Anstey

Casting Agency: Powerhouse Casting