…and it’s not the planet that’s far, far away.
Officer & Gentleman probe the thrill of exploring the “innerspace of infinite pleasure”. And yes, that is a pun because the campaign, Explore Uranus, gets its joy from so many of them.
The campaign for Europe’s largest adult accessory retailer, EasyToys, aims to open up a conversation about anal play and encourage adults across the planet to try it.
According to EasyToys, the anus may be the butt of far too many jokes – but it’s also one of the most ignored erogenous zones on the human body. In fact, because of the amount of nerve endings it contains, specifically the pudendal nerve, anal stimulation can help produce more intense orgasms in both men and women. However, the brand’s recent study showed that less than half of surveyed adults have ever probed their own black hole, with the majority of them citing “fear” and “cultural taboos” as the primary reason for not doing so.
To help EasyToys remove those taboos, Officer & Gentleman is inviting pleasure seekers everywhere to join the “Asstronauts Training Program” with a truly cheeky advert (that’s the agency’s pun) – an ode to sci-fi cinema set in the depths of space.
The Asstronaut Training Kit is a pack containing a collection of space-aged anal probes created by Hueman (some of which make cameos in the advert).
EasyToys commented, “Explore Uranus takes a humorous approach to tackling a subject that’s not often openly discussed. Because even though interest in anal toys has skyrocketed in the past few years, and the sexual health benefits of using them are becoming more widely known, there are still a lot of taboos associated with anal pleasure. So, since our mission at EasyToys is to remind adults to play in their own way, we decided to launch this campaign to help break the ice, and spread the message that no one should feel fearful or ashamed to explore their own celestial bodies.”
The campaign is part of Officer & Gentleman’s new international brand positioning, It’s Playtime, for EasyToys.
According to the agency’s co-founder, Javi Iñiguez de Onzoño, “It’s Playtime is all about finding the fun in pleasure, and letting go of our taboos, while reminding us of the importance of making time for intimacy and fun in our increasingly fast-paced modern lives. So, our aim has been identifying unique ways to broach these kinds of subjects; to show people that they’re not alone, either in their fears or their desires—and offer them advice and products to help improve their sex lives. The trick is finding a way to reach them, and in this case, it was using the metaphor of space exploration to talk about self-exploration.”
The campaign is running in the Netherlands, accompanied by a host of activations through the rest of the month to promote what the brand is dubbing Anal August.
Credits
Client: EasyToys
Agency: Officer & Gentleman
Executive Creative Directors: Javi Iñiguez de Onzoño & Alex Katz
Creative Team: Kiki Holshuijsen, Fran Pascual, Andrew Boulton
Managing Director: Marta Blanco
Account Supervisor: Elsa Morales
Production Company: Jakiens
Director: Marco Huertas
Executive Producer: Javier Guillen
Production Director: Chiara Torinos
DOP: Jorge Roig
VFX: La Cueva
Art Director: David Gohner
