Durex Challenges the Stigmas Around Anal Sex, Which It's Not Allowed to Mention in Ads

The lubricant brand created self-censored ads and even a new chapter of the Kama Sutra

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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.



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