Tuesday, June 19, 2018
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The Best Work You May Never See: K-Y’s “Lawnmower”


Robert Goldrich
Saturday, Dec. 21, 2013


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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.

Client K-Y Touch 2-in-1 Warming Oil and Personal Lubricant  Agency DDB Canada, Toronto Kevin Drew Davis, chief creative officer; Denise Rossetto, Todd Mackie, executive creative directors; Paul Wallace, associate creative director; Domenique Raso, copywriter; Rebecca May, art director; Caroline Clarke, producer. Production Untitled Films, Toronto. Curtis Wehrfritz, director; Lexy Kavluk, exec producer; Brendan Steacy, DP; Michael Smith, line producer. Post Posterboy  Brian Williams, Raj Ramnauth, editors; Michelle Rich, producer. Post Azyzfx, Toronto. James Andrews, online editor; Karen Huybers, online producer.  Post Alter Ego, Toronto. Tricia Hagoriles, colorist. Audio RMW Music, Toronto. Dustin Anstey, engineer; Jeff Cohen, producer. Casting Powerhouse Casting 


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