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Sometimes it all boils down to phrasing, and men’s health advertising has tussled with this issue in the past. For men’s wellness company Roman, a recent TV spot articulates healthy communication between loving partners as a critical step to working through erectile dysfunction, not just the meds themselves.
“Code Words” presents couples going about their day, interrupted by a particular phrase that, well, prompts an alternate activity. A knowing, well-placed wink suddenly gives utterances like “Wanna do our taxes?” or “honey mustard” new, much sexier meaning.
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