A local billboard is more than meets the eye. If you are a regular commuter on Toronto’s bustling QEW, you’ve probably noticed that for the past three weeks. a giant billboard advertisement for a Womanizer sex toy has been staring down at you. Tantalizing and witty as it may be at first glance, the message behind the risqué billboard is where things really get interesting.
According to The Garden, the creative agency responsible for the ad, the billboard is a one-of-a-kind landmark. The longer it stays up, the more barriers it will break down when it comes to society’s standards for selling sex.
“We approach every media buy with trepidation, as we never know if our investment is going to see the light of day. Regardless of the medium — traditional, digital, social, podcasting — our ads have been censored even when they contain no explicit or suggestive content. You can use sex to sell anything, except if it’s women’s pleasure," explained Marketing Manager Stephanie Keating while discussing the Wow Tech Group sex toy, according to Adweek.
According to Keating, advertisements focused solely on women’s pleasure are often rejected by ad companies, while men’s sexual health-ads such as condoms and lubricant, sold by mainstream companies like Trojan and Durex, are commonplace in the advertisement world.
The ‘Scream your own name’ billboard aims to end the double standard by helping to promote a healthier view of sexuality and even the playing field.
“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,” Keating continued. “We approach every media buy with trepidation, as we never know if our investment is going to see the light of day. Regardless of the medium—traditional, digital, social, podcasting—our ads have been censored even when they contain no explicit or suggestive content.”