Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
LONDON—Combined, gay and straight people have anal sex 56 billion times a year, according to estimates by Durex, but the brand says the sexual act remains “stigmatized and underrepresented,” particularly in advertising.
To challenge that, and promote Durex’s lubricant products, Havas London, with help from media agency One Green Bean and Havas Paris, has created a provocative new campaign that alludes to anal sex but doesn’t explicitly mention it—because it can’t, due to the fact that a majority of mainstream media owners explicitly prohibit any reference to anal sex in advertising.
Anal sex is not uncommon, and it’s not abnormal.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in