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.