Sex is Beautifully Imperfect in This Spot for Control from DUDE London
Control, the sex wellbeing brand of reference in Italy, Spain and Portugal, following an international pitch, has appointed DUDE London - international hub of DUDE headquartered in Milan - for the first adv campaign within their new brand positioning ‘Love as you are’.
Even though sex is very often pictured as perfect, we all know the reality is far from that. Sex is beautifully imperfect, the concept behind the campaign, is meant to reassure the audience on those moments where sex doesn’t happen as expected or as we imagine it, and tell them that it is perfectly fine.
An ode to pleasure, the real one, without any filters, beautiful and imperfect, that brings to life the positioning ‘love as you are’ as well as the brand values. Inclusivity, no judgement or artefacts, just the beauty of a sexual act and the emotions and pleasure that it sparks, is the focus of the stories.
The Global campaign, going live internationally in 2020, is first airing in Italy as of the end of November 2019, revolves around a hero content, showcasing four different awkward situations based on four meaningful common insights: distraction, uncertainty, the unexpected and false myths. Eventually, these moments turn out to be something that can be easily overcome just through complicity and self-acceptance.
The film has been directed by Rafael Lopez Saubidet and co-produced by ArgentinaCine and DUDE in Buenos Aires this past October.
“It’s inevitable: we compare our performance with the one of a pornstar, we are ashamed of our naked body on a first date or we cannot keep thinking about those things that went wrong after a date. But isn’t all that what makes sex beautiful? Those unpredictable things are what make sex memorable, those fails are what make you try again and I’m sure that models and actors are much more worried about their body than the rest of us.
It has been an amazing journey working with a brand such as Control and the great team behind it. The total trust on DUDE and their great ambition has given us all the responsibility to deliver a touching meaningful message in an exciting, memorable way‘’, Curro Piqueras Parra - ECD DUDE London said on the campaign.
“When you have the privilege to work with such enlightened and open clients, who completely trust the agency’s professionalism, the result can only be a success beyond any expectations”, added Francesca Spitali, managing director DUDE London.
The Control team said on the campaign: “Our objective was to communicate our values through empathy with our consumers. As we focus on sensitive subjects in an ever evolving society, such a result was not to be taken for granted. DUDE managed to get under the skin of our new DNA through a profound and meaningful insight. We couldn’t be more pleased”.
