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K-Y Jelly – Love Machines Print Ads

K-Y demonstrates the product’s lubricating attributes, the ads make use of a classic metaphor: the human body is a machine. That’s why we see K-Y oiling the gears of the super complex “love machines” – they are actually “screwing” and “nailing” machines. The campaign tagline is imprinted on the machinery: “Lube your Love Machine”

Advertising Agency: DDB
Campaign: KY Love Machines
Executive Creative Director: Marco Versolato
Creative Director: Keka Morelle, Fabio Brandão
Copywriter: Marcos Abrucio, Gustavo Tasselli
Art Director: Ulisses Razaboni
Art Buyer: Clariana Costa/ Alessandra Salles
Ilustrator: Marco Cezar
Hand photographer: Sergio Prado
Graphic Production: Clariana Costa, Anelito Nóbrega
Less: 24\7id
Account Supervisor: Fernanda Marin/ Georgia Carvalho/Giordana Luna/ Patricia Lucato
Advertiser’s Supervisor: Andrea Bo

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BSUR was asked to create the first ever global brand campaign celebrating the exceptional Princess experience. Our challenge was to find a fresh approach within the category and reach enthusiasts beyond the boat world with unique stories of quality time at sea.

Contrary to what many boat magazines communicate, yacht owners do not eat lobster and caviar daily. Challenging category clichés, we shot four images portraying people in normal situations heightened by the fact that they happen offshore on a yacht. No actors or models, just real people enjoying diverse casual and personal times. The scenes, in black and white are understated and were shot in an intimate way to make the viewer feel part of the moment. The campaign shows that you can be highly sophisticated whilst remaining down-to-earth, while at sea.

Client: Princess Yachts International
Ad Agency: BSUR Agency, Amsterdam, The Netherlands
Chief Creative Officer: Joost Perik
Creative Director: Shandor Gancs
Art Director: Bob Booms
Copywriter: Ben Holder
Photographer: Roger Neve
Strategist: Antonin Jamond
Account Director: Niels Spaans
Project Manager: Marianne Johnston-Wood


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