KY Warm Up to Love Again
K-Y® Brand is introducing Zoomers (50-somethings through the early retirees) to K-Y® TOUCH® 2-in-1 WARMING® Oil and Personal Lubricant (K-Y® TOUCH®) in “Warm Up to Love Again”, 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. The campaign launches online with pre-roll, banner and rich media advertising featuring three videos, Sit-ups, Hair Dryer, Lawnmower and Sit-ups. The video creative will also roll out on television starting in January 2014.
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 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.”
The Warm Up To Love Again campaign was developed at DDB Canada, Toronto, by chief creative officer Kevin Drew Davis, executive creative directors Denise Rossetto, Todd Mackie, associate creative director Paul Wallace, copywriter Domenique Raso, art director Rebecca May, agency producer Caroline Clarke, business unit director Jacqui Faclier, account director Susan Powell, VP strategy and innovation Dino Demopoulos, strategist Sandra Moretti, working with Johnson & Johnson group brand director Tim Boughtflower and brand manager Heidi Chiu.
Media was handled at J3.
Filming was shot by director Curtis Wehrfritz via Untitled Films with executive producer Lexy Kavluk, director of photography Brendan Steacy, line producer Micheal Smith.
Post production was done at Posterboy by editors Brian Williams, Raj Ramnauth, producer Michelle Rich. Online work was done at AXYZ FX by online editor James Andrews, producer Karen Huybers. Colorist was Tricia Hagoriles at Alter Ego.
Sound was produced at RMW Music by producer Jeff Cohen and sound engineer Dustin Anstey.
Casting was by Powerhouse Casting.