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Durex wants to destigmatise female sexual discomfort in a new global marketing campaign.

Created by Havas London, the ad aims to normalise lubrication while promoting Durex Naturals Intimate Gel. While many women can experience discomfort during sex, very few take action to help this problem, according to Durex. The film starts by celebrating women who have pushed against archaic attitudes to their bodies and equal rights, before posing the question: "Why do we still put up with uncomfortable sex?" It ends with a call to action: "Ladies, let’s lube." The work was created by Anna Jobbins and Kate Lloyd, and directed by Harry Bradbeer through Park Village. Bradbeer has also shot the TV series Killing Eve and Fleabag.