This is an ad for KY-Intense, a sexual lubricant produced by the Johnson and Johnson company. In the commercial, two lesbian women describe how they have stayed in a relationship for so long. One woman chalks it up to communication, while the other simply states that the KY lubricant gives their relationship the “fireworks” that it needed to be sustained. The first woman is apprehensive to discuss the intimate details. After some “fireworks”, however, the ad concludes with the two cuddling in bed, as the first women affirms that it was a “good purchase”.
Why do you think the KY company decided to use two lesbian women in a relationship to sell their product? What is their interest in marketing to the lesbian community?
Would you be surprised to see this ad on television? Are there certain channels that you would expect to see it on, and certain others you would expect it not to be on? Why or why not?
Do you think this ad would have been on television 10 years ago? 20 years ago? 30 years ago? What factors have changed during the course of the last several decades that would make the ad more likely to be produced and aired?