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The latest instalment in Durex's "Let's lube" campaign tackles the misrepresentation of female sexual experiences and challenges attitudes about vaginal dryness and uncomfortable sex.

It drops the word "ladies" from the first ad ("Ladies, let’s lube) and takes a broader and more inclusive view of sexuality, encouraging women to no longer put up with uncomfortable experiences. 

The spot breaks the fourth wall with everyday stories of female sexual discomfort, with characters pointing out that sex doesn’t always feel like it looks in the movies and that all women can have naturally drier days. 

It was created by Rosie May Bird-Smith and Amy-Rose Lynch, and directed by Alicia MacDonald through Missing Link Films.