Italy's First Daytime Sex Toy Commercial Has Aired on TV

MySecretCase, Italian leader for the sale of sex toys, is back on TV with a commercial by Cookies & Partners and directed by famous Italian movie director Luca Lucini. The TVC, which aired for the first time in daytime on some of the most important Italian TV channels, shows that sex toys free the imagination and celebrate love in all its forms and at all ages.

Norma Rossetti, MySecretCase CEO and founder, says: “The choice to go on air during daytime and during the most followed programs represents a further step towards one of the goals that has guided us from the beginning: revolutionise the perception of sex toys, aligning Italy with other European countries such as Germany, Denmark and England, where erotic gadgets don’t replace a partner but give us the opportunity to discover our body and improve life as a couple. It’s an important milestone for Italy that goes towards full recognition of sexual well-being as an integral part of a person's quality of life - as the Ministry of Health states."

Francesca Mudanò, Cookies & Partners executive partner and creative director, adds: “MySecretCase is a brave brand. Two years ago, when for the first time in Italy we have brought sex toys on TV, it stated that women are not sexual objects, but subjects endowed with desire. This year we decided to tell couples that sex toys free their fantasy and that making love well makes us happier."