Durex "Dry Jan" by Havas London

Durex revives last year's "Ladies, let's lube" campaign to mark Dry January.

Launched across press, social and out-of-home, the ads show a bottle of Durex Naturals Intimate Gel alongside the question "Dry Jan?", in reference to the trend of going alcohol free for January. The ad is based on research which found that only 50% of women take measures against discomfort during sex. It was created by Kate Lloyd, Anna Jobbins, Cate Anderson and Katie Wood.