Canadian commuters traversing one of Toronto's busiest motorways have found their gaze drawn from the road following the erection of a giant billboard shouting the pleasures of a Womanizer sex toy from the rooftops.
Though not expressly prohibited by advertising laws historically such campaigns have been relegated to the nether regions of a newspaper’s classified ads or specialist publications as prudish media companies self-regulate on the issue by shying away from such content and the controversies they can generate.
Complaints normally finish those which do slip within a matter of days but in what is said to be a first for North America the current billboard has seen the light of day for a full three weeks.
Stephanie Keating, marketing manager for the Wow Tech Group-owned sex toy brand, said: “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.”
‘Scream your own name’ has been devised by The Garden to promote a healthy view of sexuality.
Past attempts to breakdown barriers include a range of emoji-inspired vibrators.