The Orgasm Gap is real: less than 30 percent of women climax during sexual activity, compared to 90 percent of men. EasyToys, a Netherlands-based sex shop, created a faux reality show competition to bridge this gap between partners.
"The Clitoris Conquest" channels Amazing Race, Survivor and The Challenge. Three couples compete to find the peak of Mount Clitoris—an actual place in the Philippines. (In January, Burger King based a campaign on a real destination, McDonald Island, which it sought to rebrand.)
In the 2-minute trailer, created by Officer & Gentleman, double entendres rise to occasion. At one point, a man remarks that he always finishes first, then adds that he "can't find his way through this bush"-y terrain. Still, the underlying education of lubrication and communication shines through.
There's a happy ending for one couple, who successfully reach the peak together, proving that the treasure wasn't so hidden after all.
"The campaign is part of a larger effort by the brand to bring their new 'It's Playtime' creative platform to life through activations designed to engage audiences around larger social and cultural issues, but in a decidedly playful way," says agency ECD Alex Katz.
A website offers consumers more info on the Orgasm Gap, products curated by EasyToys' sexual health experts and additional videos "cumming soon" like "Exploring the Bush," "Getting Wet" and "Wild Water."
The work is running in European markets including the Netherlands, Belgium, Spain, Italy and Poland, across YouTube, TikTok and Instagram.
"This campaign marks the first in what is a new focus for the brand, in which sex positivity, open communication and daring insights will take center stage in the effort to grow the brand across Europe," Katz tells Muse.
CREDITS
Agency: Officer & Gentleman
Executive Creative Directors: Javi Iñiguez de Onzoño & Alex Katz
Managing Director: Marta Blanco
Account Supervisor: Elsa Morales
Creative Team: Kiki Holshuijsen, Fran Pascual, Marta del Rosario, Marina Ayora
Director: Andrea Casaseca
Executive Producer: Tadej Magdic
DOP: Marta Díaz
Sound Design & Mix: ATM_Sound
Color: Marta Díaz & Jorge Mayorga
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