One of the biggest “fairy stories” in culture is that most people have perfect sex. Whether it’s rhythmic thrusting in time to the Champions League theme tune, or a seriously uncomfortable misplaced finger, there’s no such thing as ‘perfect’ sex. But just like striving for the imaginary ‘perfect’ body and ‘perfect’ face ideals, striving for the improbability of perfect sex can harm mental health.

To highlight the mental health impact of performance pressure and explore what happens when sex goes wrong, members of the public were invited by TBWA\London to submit true-life comical stories of less-than-perfect-sex anonymously, which were then brought to life by animation studio Rave Growl.

These animated films based on true stories, part of the Perfect is Personal campaign by sexual health charity, Brook, highlight the often-overlooked realities of sex, aiming to destigmatise conversations and challenge the unattainable ideals perpetuated by media and pornography. The work also guides viewers to the wealth of advice and services offered by Brook, ensuring that anyone with questions or concerns can find the support they need—because ‘if it’s on your mind, it’s on Brook’s site’.

The three films are not exaggerated or dramatic. Instead, they capture the comedy and tragedy of less-than-perfect sex, using eye-catching animation to convey the exasperation, perspiration and resignation most have felt at some point. Duncan’s Story tells of a ménage à trois which manages to skimp on the acrobatic logistics, ending in an entirely different eye-watering climax to that planned.

Vicky’s Story captures the flashbacks bad sex experiences can trigger at the most unlikely moments, but even these can still raise a wry smile.

Freddie’s Story is an avalanche of cringe at a music festival, that manages to have not one but two “wish the ground opened up” moments.

While the animations are lighthearted, they are intended to address the pressure for sex to be ‘perfect’ and the negative effect this can have on mental wellbeing. The films have been created following a new report from Brook that examines the existing evidence for how sexual health affects mental wellbeing.

• Two thirds of those people treated for depression report problems with their sex lives
• There has been an almost 30% increase in mental health safeguarding referrals across Brook services since 2020.
• Anxiety and poor mental health are strongly correlated to poor sexual health decision-making

Andy Jex, chief creative officer at TBWA\London, commented, “How’s that saying go, ‘There’s nowt so queer as folk’?” Well, real stories from real people are at the heart of this work. A good way to start to break the social stigma around ‘perfect sex’ is by honestly embracing the normalcy of imperfection. A dose of humour and a side of bold animations help too.”

The work launched on November 27 on social and digital channels, with the animations aiming to counteract the negative effects of stigma and shame by encouraging people to be open about what sex is like in the real world.

Sam Hepworth, head of communications at Brook, stated, “At Brook, we know from speaking to people in our clinics and through our education work that there can be a lot of pressure for sex to be ‘perfect’. The representations we often see in the media and pornography can lead to unrealistic expectations about what sex should be like. Trying to live up to these can cause a lot of anxiety and be a huge barrier to pleasurable, healthy relationships.

“With Perfect is Personal, Brook is working to alleviate some of that anxiety by encouraging people to see the funny side when sex doesn’t pan out quite as they hoped. Humour can be effective in counteracting shame and we want these animations to challenge misconceptions about what it means to be ‘perfect’. Ultimately good sex is going to look different for everyone, so healthy relationships should be based on communication, consent and pleasure, rather than attempting to live up to impossible standards.”

Credits: 
Agency: TBWA\London
CCO: Andy Jex
Creatives: Ben Brazier & Johnny Ruthven 
Producer: Felicity Bingham
Business Director: Will Hunt
Account Manager: Alice Trotter 
Strategist: Michael Sandstrom

Animation Studio: Rave Growl 
Executive Director: Christo Basson 
Senior Producer: Rozie Gorvalla 
Producer: Caron Sandler 
Concept, Illustration and Storyboard artist – Duncan’s Story: Harry Zeederberg 
Concept, Illustration and Storyboard artist – Vicky’s Story: Jody Jansen 
Concept, Illustration and Storyboard artist – Freddie’s Story: Nena Maree 
2D & Cel Animators: Carl Cornish, Wafiq Abrahams, Conor Goliath, Kristin Prior

Sound: Wave Studios
Sound Engineer: Ben Gulvin
Audio Producer: Phoebe Baltazar