Real Lesbians Actually Have Sex, According to K-Y!
Last week the internet was all a-flutter over a K-Y lubrication commercial, and not for the reasons you might think. K-Y has recently introduced a new line of “climax enhancers called K-Y Intense, which, according to the brand’s website, is designed to increase clitoral sensitivity and “heighten the feeling of pleasure during climax.
So what makes a commercial for this gel so interesting? Well, have a look for yourself.
Will you look at that? Lesbians featured in a sex commercial that isn’t directed at straight men!
There are lots of things to admire about this ad, not the least of which is the fact that K-Y is depicting a (seemingly) long-term monogamous committed partnership between two women. And better yet, they don’t suffer from Lesbian Bed Death (with the help of K-Y Intense)! The commercial attempts to normalize lesbian relationships and lesbian sex in a way that is not intended for the straight male gaze, and that is definitely something I can get behind.
But the commercial is also problematic. The couple is exceedingly mainstream\’both of the women are young, White and have feminine attributes. (No butches here! Unlike in the real world.) Alex and Emma are so non-threatening, even your grandmother would be cool seeing this commercial. Their relationship is the perfect model of heteronormative adaptation, even down to the way one woman views their commitment as based in communication and the other attributes their success to sex.
Also, the commercial doesn’t really make sense. It starts out in the middle of what appears to be an interview with the couple about what kinds of things they have done to maintain their partnership for so long. Alex says communication and honesty have been the cornerstone, and Emma nods in agreement and adds, “And K-Y Intense. This implies that they have been using the product together for some time with a considerable amount of luck, right? Except the product is new, and Alex has no idea what Emma is even talking about. The commercial then oh-so-subtly depicts the couple using the product for the first time.
So let me get this straight\’the key to their relationship’s success has been communication and a product they’ve never used before? Herm.
Personally, I am not a fan of K-Y’s products, but I do applaud their attempts at raising social consciousness. K-Y is by far the most mainstream brand of lubricants. It’s sold at Walmart for chrissakes! So their support of same-sex relationships is somewhat groundbreaking in that regard.
I wonder, though, when and on what station this commercial will air. Surely it won’t be featured during Modern Family or Dancing with the Stars (both of which are queer-friendly spaces). I’ll be interested to hear whether or not this commercial hits the airwaves at all, or if it remains merely a viral video.
What do you think of the commercial? Do you think it does enough? Do you think beggars can’t be choosers? When and where do you think this commercial will air?