Wetter is Better

Client
Lifestyles

Agency
Single Double

Production
Ex Tropic

Contributions
Concept
Art direction

Please take me along as you slide on down.

Lifestyles wanted to attract a younger category of consumer to their lubricants and encourage them to think of lube as a natural, everyday complement to sex rather than a solution to a problem.

We felt communicating this message required eschewing the corny, sexualised aesthetics that are usually used when promoting sexual wellness products and thinking of something more interesting. The solution was turning a waterslide park into a metaphor for penetrative intercourse.

From there it was a frictionless process to distribute the ad as pre-roll advertising in Australia as well as being localised for the US and France, who also used the stills for some out-of-home advertising.