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Durex reclaims one of the most-hated words in the English language: moist.

While it is commonly known as an unpopular word, moistness is also key to comfortable sex for many women. The ad features a series of diverse women saying the word "moist" directly to camera and growing progressively more comfortable with it the more they say it. Out-of-home executions feature the word in large, bold type. It continues Durex’s "Ladies let’s lube" campaign, which launched in 2019 and aims to destigmatise female sexual discomfort and promote a solution to it – lubrication. 

The work was created by Greg Ormrod and Thomas Worthington and directed by Kate Cox through HunkyDory.