“We’ve let our hair out, gone back to work and made our voices heard, so why are we still putting up with uncomfortable and painful sex?”

Now THAT, Durex, is a great question. One that we're SO glad advertisers are starting to ask, seeing as women make up the huge majority of consumers. It's hella dumb not to cater for our needs, if you ask us.

The renowned condom brand also have a range of lubricants, which they are marketing with a pretty great ad, if we do say so ourselves.

. @HavasLondon – Durex – Ladies, Let's Lube https://t.co/U7hD3Pe0Se pic.twitter.com/UmtnDupJcM

— Prosumer Report (@prosumer_report) January 24, 2019

The ad uses examples of women fighting for our rights, using our voices to protest, to work, to rebel against societal norms, but yet many of us don't speak out against painful or uncomfortable sex.

Dryness down there is such a common aspect of our daily lives, and the ad points out that our body lubricates itself differently depending on our hormones and the time of the month.

It's perfectly normal that a lot of us would need a little help sometimes with the 'ol lube. Especially during sex, when most heterosexual men don't seem to realise that we need water for the slide to be fun, so to speak.

btw, using lube is great.

it is NOT TRUE that if you need lube you are not aroused enough, lazy, or dysfunctional (actual examples)

vaginal lubrication varies! some have lots, some have little#sexsmithsexmyths #hilliwilldieon #vivalavulva #uselube

— Sinclair Sexsmith (@MrSexsmith) January 23, 2019

An advert which shows a protester, female body hair and a working mum is refreshing, so we're even more chuffed that they brought painful sex into the equation.

Millions of women face this issue in their lives, and it can be incredibly frustrating. We all deserve to enjoy sex and have as many (multiple) orgasms as physically possible, and lube is a tool in our armoury to help us achieve that.

Take a look at the video below;