Durex has launched a new campaign ahead of Valentines Day.

Created by McCann London, the ‘Afterglow’ campaign aims to make personal lubricant an essential part of everyone’s self-care routine.

The brand’s social-first campaign includes a 30-second hero spot, supported by 15-second cutdowns and digital content featuring a lineup of ‘sex-positive’ influencers.

Led by creative directors Manuel Castillo and Enrique Torguet from McCann Madrid, the concept is based on Durex research showing that people who regularly use lubricant during sex report greater satisfaction.

“Lube is a game-changer, yet so many people still see it as optional. At Durex we help people have better sex, and we know that lube makes every sex occasion more pleasurable,” said Durex category manager, Charlotte McCrudden.

“We’re lighting up our social channels in the lead-up to Valentine’s Day, sparking conversations, breaking taboos, and ensuring that everyone gets the pleasure, and the afterglow, they deserve.”