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K-Y, Warm Up To Love Again

Zoomers Warm Up To Intimacy Again...
New campaign for K-Y® Brand shows women finding their partners more desirable than ever. Developed by DDB Canada's Toronto office the creative is based on the idea that K-Y makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners in a whole new light.

Press: For the first time, K-Y® Brand is introducing Zoomers to K-Y® TOUCH® 2-in-1 WARMING® Oil and Personal Lubricant (K-Y® TOUCH®) in a new advertising campaign that recently launched online. The new campaign speaks to women, who want to stay connected with their partner through enjoyable physical and emotional intimacy, but who have not been comfortable introducing a personal lubricant into their relationship.

An insight reveals that couples who find it difficult to experience pleasurable physical intimacy often feel embarrassed to discuss the issue and may feel reluctant to introduce lubricant into their relationship. However, those who do use K-Y® Brand products feel more liberated and credit the brand for restoring an enjoyable intimate experience.

“Intimacy within relationships is important to both women and men, especially to those who have been in relationships for a long time. However, some couples don’t always feel as connected as they would like. As most can relate, work, family and busy schedules, can sometimes make it more difficult to make intimacy possible or pleasurable,” says Tim Boughtflower, group brand director, Johnson & Johnson Inc. “Our new campaign takes a light-hearted approach to pique a woman’s curiosity and encourage her to explore K-Y® as a brand for her and her partner.”

The campaign launches online with pre-roll, banner and rich media advertising featuring three videos entitled Hair Dryer, Lawnmower and Sit-ups. The video creative will also roll out on television starting in January 2014.

“The creative is based on the idea that K-Y® TOUCH® makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners in a whole new light,” says Denise Rossetto, executive creative director, DDB Canada. “The creative playfully profiles average-looking, middle-aged men doing uncharacteristically sexy things that spark desire from their partner.”

Creative Credits:
Campaign Title: Warm Up To Love Again
TV/Online videos: Lawnmower (00:15), Hair Dryer (00:15), Sit-ups (00:15)
Product: K-Y® TOUCH® 2-in-1 WARMING® Oil and Personal Lubricant
Client: Tim Boughtflower (Group Brand Director at Johnson & Johnson), Heidi Chiu (Brand Manager at Johnson & Johnson)
Advertising Agency: DDB Canada, Toronto
Chief Creative Officer: Kevin Drew Davis
Executive Creative Director: Denise Rossetto, Todd Mackie
Assoc. Creative Director: Paul Wallace
Copywriter: Domenique Raso
Art Director: Rebecca May
Agency Producer: Caroline Clarke
Account Team: Jacqui Faclier (Business Unit Director), Susan Powell (Account Director)
Vice President, Strategy and Innovation: Dino Demopoulos
Strategy: Sandra Moretti
Media Company: J3
Production Company: Untitled Films
Executive Producer: Lexy Kavluk
Director: Curtis Wehrfritz
Director of Photography: Brendan Steacy
Line Producer: Micheal Smith
Post-Production Company: Posterbory
Editor: Brian Williams, Raj Ramnauth
Editing Producer: Michelle Rich
Online House: Azyzfx Online Editor: James Andrews
Online Producer: Karen Huybers
Colour: Alter Ego
Colourist: Tricia Hagoriles
Audio House: RMW Music
Audio House Producer: Jeff Cohen
Audio House Engineer: Dustin Anstey
Casting Agency: Powerhouse casting