In a bid to challenge the narrative around women's sexual pleasure, WOW Tech Group has erected a billboard along a busy Toronto motorway to advertise its Womanizer sex toy range. As attitudes to female pleasure shift, people are becoming more open about sexual aids. We explore the insights behind this and why brands are beginning to contribute to conversations around female sexuality.
Produced by Canadian ad agency The Garden, the conspicuous OOH ad diverges from cultural norms surrounding the historically taboo subject of female pleasure. Under the slogan 'Scream your own name', the campaign emphasises the product’s role in promoting sexual independence. With pop cultural figures such as Emma Watson and Niamh Horan calling for a decrease in the 52% orgasm gap, WOW Tech Group’s ad follows suit by presenting female sex toys in a public stage. “When you are in the business of promoting women’s sexual pleasure and all the benefits that go with that, you’re used to being rejected,” says Stephanie Keating, marketing manager at WOW Tech Group.
Amid broad dissatisfaction with the unequal representation of female sexuality, people are calling for greater availability of sex toys and the levelling of the orgasm gap. Part of a wider push for gender parity, OMGYes is doing its bit to reduce the 'O gap' by empowering women to explore and enjoy their sexuality, all while normalising female sexual pleasure. Although many brands continue to play it safe, the growing discussion around female sexuality provides opportunities for early champions to align themselves with progressive gender politics.
Abi Buller is the editorial assistant at Canvas8, which specializes in behavioral insights and consumer research. Outside of work, you'll find her wandering around art galleries, practising yoga and seeking out new pastel-coloured garments to add to her collection.
