Curtis Wehrfritz of Untitled Films, Toronto, directed this three-spot tongue-in-cheek campaign. Developed by DDB Canada’s Toronto office, the creative is based on the idea that K-Y makes physical intimacy with your partner so comfortable and easy, women will view sex, and their partners in a whole new light.
In this particular spot, we see a middle-aged man trying to start a lawnmower–hardly a sexy sight. Yet beauty is in the eyes of the beholder. And the man’s wife looks with desire upon her lawnmowing hunk, seeing him quite differently in light of what K-Y has done to enhance their physical relationship.
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Credits
Client K-Y Touch 2-in-1 Warming Oil and Personal Lubricant Agency DDB Canada, Toronto Kevin Drew Davis, chief creative officer; Denise Rossetto, Todd Mackie, executive creative directors; Paul Wallace, associate creative director; Domenique Raso, copywriter; Rebecca May, art director; Caroline Clarke, producer. Production Untitled Films, Toronto. Curtis Wehrfritz, director; Lexy Kavluk, exec producer; Brendan Steacy, DP; Michael Smith, line producer. Post Posterboy Brian Williams, Raj Ramnauth, editors; Michelle Rich, producer. Post Azyzfx, Toronto. James Andrews, online editor; Karen Huybers, online producer. PostAlter Ego, Toronto. Tricia Hagoriles, colorist. Audio RMW Music, Toronto. Dustin Anstey, engineer; Jeff Cohen, producer. Casting Powerhouse Casting
Pearson has launched its first global brand campaign in more than five years as the 182-year-old company continues its evolution into an AI-enabled education and reskilling leader.
The campaign centers on a series of cinematic films featuring real learners in conversation with their younger selves. Using AI to recreate earlier versions of each participant, the films allow individuals to reflect on pivotal decisions, moments of doubt, and turning points that shaped their futures. The creative approach blends emerging technology with documentary storytelling grounded in lived experience.
At a time when AI’s role in both education and creativity is under intense scrutiny, Pearson has taken a deliberate and considered approach. The technology is used not as spectacle, but as a reflective storytelling device, built around consent, authenticity, and human agency. It reflects Pearson’s strong support for AI in augmenting human potential with learning at the core.
The first learner stories spotlight U.S.-based individuals, with additional international profiles launching later this spring as part of an ongoing global series that Pearson produced with VaynerMedia for creative, and Hummingbird and Tool of North America for production. Aqsa Altaf and John X. Carey via Hummingbird teamed to direct the “Impact Stories” films.
This film introduces us to Jasmine who meets her younger 27-year-old self. The younger Jasmine has two kids and is pregnant with a third. She and her two children are living in a domestic violence shelter, sleeping on an inflatable mattress with a slow air leak. Now getting a Pearson education and on her way to realizing her dreams seven years later, Jasmine gets to impart a message of inspiration to her younger self.
