Durex "The forgotten chapter" by Havas London

Durex's latest campaign challenges misconceptions about anal sex.

The work comprises billboards that avoid explicit mentions of anal sex, due to restrictions from many mainstream media owners that prohibit any reference to it in advertising. Instead, the ads feature the tagline: "It’s 2020, and we still can’t talk about normal sex here". It then encourages people to visit Durex’s online hub, which includes educational resources and advice about anal sex. 

Durex also collaborated with French sex expert Maïa Mazaurette to create "The Forgotten Chapter" of the Kama Sutra. While the ancient Indian Sanskrit text is regarded as one of the most comprehensive guides to sex and intimacy, it contains little positive reference to anal sex within its 36 chapters. The brand’s additional chapter features five positions, such as "The fearless cowgirl" and "Ride the tiger", in which couples can explore anal sex. Artist Shreya Gulati depicted the positions through a series of bright and intimate illustrations. Durex exhibited its manuscript at Rue de Turenne in Le Marais, Paris from 28 to 31 August, and it is also available to view online. 

Credits

Brand
Marketing director, RB Health France, Belgium & the Netherlands
Creative agency
Global ECD, RB
Managing partner
Business director
Account director
Account manager
Strategy partner
Strategy director
Junior strategist
Programme director
Senior producer
Producer
CGI artists
Earned media agency
Creative director
Design director
Creative
Associate business director
Senior account director
Senior account executive
Illustrator
Head of design
Digital design director

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