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.

n/a

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).

K-Y Duration

“Locker Room”

We open on a men’s locker room. There are a bunch of guys of various ages in various stages of undress, talking to each other. The banter is quick. Some of the guys know each other, some don’t.

Guy 1: Hey Mike.

Guy 2: Hey.

Guy 1: How’s your ah, Premature Ejaculation?

Guy 2: Ok. Had it again last week.

Guy 1: So did Geoff. (Shouts)

HEY GEOFF! STILL HAVE PREMATURE EJACULATION?

Guy 3: I am Mr. Premature Ejaculation.

Guy 1: That guy could write a book on Premature Ejaculation.

Guy 4: What do you guys mean by Premature Ejaculation?

ALL: (in unison) It’s when you ejaculate prematurely.

Guy 4: Well hey, who hasn’t had pre-jack?

ALL: (mumbled affirmations)

Guy 1: Well that’s what I’m saying.

Guy 5: I haven’t.

There’s a moment of silence. Guy 5 then bursts into laughter. All guys break into laughter.

Guy 3: You had us!

VO: Every guy has premature ejaculation, because we all want to last a

little longer. Now you can with new K-Y Duration Spray.

SUPER: K-Y Duration. Last longer.