In the :40 OLV “Locker Room”, K-Y tackled the universal truth that every guy has experienced the feeling of not lasting as long as they would have liked; but no one wants to acknowledge it. The humorous video plays out the issue with men outwardly and casually discussing their own experiences with PE, just like they would about last night's football game, diminishing any sort of stigma associated with the commonplace issue.

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It's no surprise to hear that every man has wanted to last longer in the bedroom. In fact, based on a survey conducted online by K-Y this year, 89% of men agree with this known fact. So this summer, K-Y launched a Duration, an endurance enhancer that temporarily prolongs the time until ejaculation.

To promote the new product and normalize an often stigmatized issue, K-Y Duration created a disruptive and tongue-in-cheek online video to address premature ejaculation (PE).