How do you launch a new product for something no guy wants to talk about? Be it premature ejaculation, or just wanting to last a little longer, K-Y is helping guys do something about it. Introducing K-Y Duration — a new spray for men that lets guys last longer in bed.

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An obvious place to talk to men. The ads performed really well.

01.17 Lürzer's Archive

2017 ADDYS
Gold
Silver 3x

2017 OBIE
Silver, Contextual OOH

Adweek

CCO
Toygar Bazarkaya

ECD
Israel Garber

CD
Luke Hughett
Sean Lee

ACD
Joseph Delhommer
Eric Bertuccio

Senior Copywriter
Catherine Johns

Strategy
Kristen DiLandro

UX Director
Kathrin Hoffmann

Account
Katy Milmoe
Jennifer Lo Sicco
Sarah Louie
Amy Beck

Head of Production
Sylvain Tron

Executive Producer
Laura Shuey
Christopher Masters

Producer
Rachel Roderman

Director
Benji Weinstein

Editor
Michael Ramirez

CGI / Retouching
Garrigosa Studio

Production
Tool of North America
Studio6

High fives to all the awesome individuals who helped make this work possible.