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22 January 2019

The non-friction section.

by Syd Briscoe

Durex: “Ladies, Let's Lube” - 30s

As society begins to ever-so-slowly unclench about the concept of people having sex and actually enjoying it, Durex have evolved into a brand on the front lines of trying to erode these taboos just a little bit faster. So it should be no surprise that their latest ad is funny, forthright, and conspicuously free of euphemism.

Framing the use of lube as a tool of female liberation is a canny move, as director Harry Bradbeer offers a montage of empowered women who refuse to put up with any nonsense - let alone bad sex. It's an approach which is sure to chime with the target market, along with easing discomfort across the nation.

Creative Agency: Havas London Ⓟ Ⓦ
Deputy ECD: Elliot Harris
Creative Director: Lynsey Atkin
Creative: Anna Jobbins / Kate Lloyd
Account Team: Ainhoa Wadsworth / Nick Boyle / Belinda Bennett / Victoria Goulder
Agency Producer: Katie Wood
Ass't Prod (Agency): Anya Williams
Film Production: Park Village Ⓟ Ⓦ
Director: Harry Bradbeer Ⓟ Ⓦ
Executive Producer: Peter McMillan
Cinematographer: Ole Bratt Birkeland
Stylist: Jonni Fitzgerald
Editor: Rebecca Lloyd / David Stevens Ⓦ (The Assembly Rooms Ⓟ Ⓦ)
Post Production: The Mill Ⓟ Ⓦ
Colourist: James Bamford
Voiceover: Emerald Rose Lewis

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