Sexy, sultry and ASMR,Reckitt sexual wellness brand, Jontex’ new campaign films entice with promises of female pleasure. That pleasure is not what you expect. The campaign uses Women’s History Month to challenge how the category defines female pleasure – moving the conversation beyond sex and into rights, recognition and everyday autonomy.
Created by BETC Havas, the campaign, How to Please a Woman, plays with the codes of seduction to subvert them. What begins as a familiar setup quickly pivots. Instead of focusing on intimacy, the films highlight often overlooked yet essential experiences such as equal pay, personal safety and the fair division of responsibilities.
Visually, the work leans into classic sensual cues, with an ’80s-inspired aesthetic and an intimate tone, to build expectation before breaking it. The contrast between imagery and message underscores the idea that female pleasure extends far beyond the bedroom, encompassing autonomy, respect and fundamental rights.
By reframing “pleasure” in this broader sense, Jontex positions it as something that starts long before intimacy. The line, For a World with More Pleasure for Women, reflects the brand’s ongoing commitment to a more open, responsible and culturally relevant conversation.
“We talk about pleasure all year long, but during Women’s History Month, we wanted to broaden that lens,” stated Mariana Bueno, marketing director at Jontex. “Pleasure is also about being respected, recognized and feeling safe to occupy any space. With this campaign, we aim to spark this reflection in a way that is consistent with the territory Jontex has been building over the years.”
In social and audio, the brand also navigates advertising restrictions creatively around the word “orgasm”, replacing it with expressions that signal pleasure in a broader sense -from pay raises to leadership opportunities and the freedom to move through the world safely.
“The concept, How to Please a Woman, comes from the tension between expectation and reality,” stated Sophie Schönburg, VP creative director at BETC Havas. “We used the language typically associated with the world of seduction to expand what pleasure means – because for women, it may go beyond the bedroom. And what’s sexier than not being interrupted mid-thought, or having equal opportunities and recognition at work, or walking down the street without fear? That’s real pleasure. Irony allowed us to land a truth and a way to move the category’s conversation forward without losing the brand’s authenticity.”
Rather than a one-off for March, the work signals an evolution in Jontex’s positioning with women – bringing the conversation around pleasure into areas of life that should be standard but are still treated as exceptions. By making this move, the brand reinforces its position as a leading voice in a conversation that brings together intimacy, pleasure, information, and cultural provocation.
Credits:
Client: Jontex
Client Team: Lucia Albuquerque, Mariana Bueno, André Mendes, Renato Gonçalves, Camila Bacci, Letícia Pedra, Juliana Verginelli, Nádia Zoghbi, Nathalie Nasrallah, Gustavo Ventura & Tarsila Devos
Agency: BETC HAVAS
CCO: Erh Ray
VP Creative Director: Sophie Schönburg
Creative Directors: Diego Ferrite & Camila Miyamura
Creatives: Maria Cardão & Stefano Azzellini
Brands & Business: Paula Basso, Larissa Bertin, Carolina Rissotti, Camila Rodrigues & Maria Eduarda Trevisan
Channels & Engagement: Gabriel Roveri, Stephany Munhoz, Giovanna Monastero & Julia Variz
Strategy: Gustavo Leite, Diana Junqueira, Bruno Souza & Fabrício Lisboa
Content: Irys Roque, Natália Moreno & Giovanna Duarte
Agency Producers: Ana Casagrande, Beatriz Basilio & Renan Sales
Production Company: Pródigo Filmes
Director: Mlk Brutal
Executive Producers: Ana Chrysostomo, Carol Fonseca, Anna Paula Servián & Ric Denner
Post-Production Coordination: Priscilla Paduano & Tutu Mesquita
Post-Production Assistant: Letícia Harumi
Post-Production & Finishing: Pródigo Filmes
Editing: Mlk Brutal
AI Assistant: Tired.Theo
Compositing: Mlk Brutal
Motion Graphics: Gabriela Maluf
Finishing: Letícia Harumi & Phill Cunha
Central: Phill Cunha\
Sound Production Company: Mr. Pink
Controlling Team: Fabio Oliveira & Giovanna Duarte
Music Production: Henrique Racz & Silvio Piesco
Executive Producers: Chica Mauger, Renata Costa & Guta Lima
Coordination: Ligia Menegon & Malu Leite
Final Mix: Edilson Martins and Beto Freitas
