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Durex's latest campaign is pro-foreplay, aiming to break the stigma around lubrication and challenge the myth that only penetrative sex is good sex.

The playful spot depicts a couple in a never-ending loop of foreplay passion. Each time, they grab a different lube from Durex’s Pleasure Gels range and the scene glitches, rewinding back to the flustered and excited point where the couple started. The work was written by Sam Turk, art directed by Paul Robbins and directed by Simon Cahn through Pulse Films.