Embrace Your F*cking Freedom in Empowering Swedish Association for Sexuality Education Spot

With incredible animation, progressive messaging and defiant direction, Marcus Lundin directs 'For The Freedom of Every Body,” - a campaign by RFSU, the commercial entity of the Swedish Association for Sexuality Education. 

Following on from a previous campaign that Marcus has directed for the organisation titled 'Dear Condom II', this latest campaign celebrates RSFU’s sales of products of condoms, home sexual check-up tests, sex toys, lubricants, and feminine care alongside their mission of advocating for human and sexual rights both in Sweden, Finland, Norway and Finland and internationally. 

"Unleashing our creative freedom was a blast, and it amplified our passion for film and storytelling – you can see it oozing out of every scene! The playful approach allowed us to experiment with various techniques and formats, culminating in the vibrant universe of 'For The Freedom'." – Marcus Lundin. 

For RFSU, every product becomes a powerful advocate in the relentless battle for a world where freedom reigns supreme - where voices are liberated, sexuality is celebrated, love knows no bounds, and bodies are embraced without constraint but treated with respect.

“RFSU (or the Swedish Association for Sexuality Education, if you’re not into the whole brevity thing) love sex, and they want as many people to have it as possible. Condoms, lube, and sex toys are all fair game, so long as everyone's on the same page. That may be a lot for people to, erm, swallow, so the brand have made a helpful video on the matter. The narrator sets out her stall well: "Unlike other stuff money can buy, these are made for your fucking freedom." Thus, we see a condom address parliament; protestors carrying a ginormous dildo; a gay couple defended by lube; and pregnancy tests swirl around a woman in control of her body.

We've seen plenty of ads that celebrate fornication and related products, but it's still a relative novelty for directors like Marcus Lundin to get stuck into. Plus it's hard to resist blink-and-you'll-miss-them slogans like, "Cum one, all." – Andrew MacGregor, David Reviews (5 stars).