The Best Work You May Never See: K-Y’s “Lawnmower”
Curtis Wehrfritz of Untitled Films, Toronto, directed this three-spot tongue-in-cheek campaign. Developed by DDB Canada’s Toronto office, the creative is based on the idea that K-Y makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners in a whole new light.
In this particular spot, we see a middle-aged man trying to start a lawnmower--hardly a sexy sight. Yet beauty is in the eyes of the beholder. And the man’s wife looks with desire upon her lawnmowing hunk, seeing him quite differently in light of what K-Y has done to enhance their physical relationship.