EasyToys Wants You to “Explore Uranus” as an Asstronaut in Cheeky Campaign to End Anal Taboos

EasyToys, Europe's largest adult accessory retailer, launched today “Explore Uranus”: A SFW awareness campaign designed to open up a conversation about anal play and encourage adults across the planet to discover “an innerspace of infinite pleasure”.

The anus may be the butt of far too many jokes – but it’s also one of the most ignored erogenous zones on the human body. In fact, because of the amount of nerve endings it contains, specifically the pudendal nerve, anal stimulation can help produce more intense orgasms in both men and women. Yet, according to a recent survey by EasyToys, less than half of surveyed adults have ever probed their own black hole, with the majority of them citing “fear” and “cultural taboos” as the primary reason for not doing so.

So, inspired by the new space age, EasyToys is embarking on an inner space race of their own – encouraging pleasure seekers everywhere to join the “Asstronauts Training Program” and embark on a voyage into uncharted territory. And to get people talking more openly about exploring the dark side of their moon, they’ve released a truly cheeky advert – an ode to sci-fi cinema set in the depths of space. There, an anonymous astronaut stumbles upon a mysterious black hole, leading them on a journey of self-discovery to Uranus… only to find that what they were searching for was right around the corner all along.

According to EasyToys, “Explore Uranus takes a humorous approach to tackling a subject that’s not often openly discussed. Because even though interest in anal toys has skyrocketed in the past few years, and the sexual health benefits of using them are becoming more widely known, there are still a lot of taboos associated with anal pleasure. So since our mission at EasyToys is to remind adults to play in their own way, we decided to launch this campaign to help break the ice, and spread the message that no one should feel fearful or ashamed to explore their own celestial bodies.”

To help adults take those first steps into the unknown, EasyToys has created The Asstronaut Training Kit: A pack containing a collection of space-aged anal probes created by Hueman (some of which make cameos in the advert). 

Discover more here.

The campaign was created by indie agency Officer & Gentleman, who recently developed EasyToys’ new international brand positioning: “It’s Playtime”. They drew on their experience with adult brands and humorous content to come up with a campaign that could educate as much as entertain. According to the agency’s co-founder, Javi Iñiguez de Onzoño, “It’s Playtime is all about finding the fun in pleasure, and letting go of our taboos, while reminding us of the importance of making time for intimacy and fun in our increasingly fast-paced modern lives. So our aim has been identifying unique ways to broach these kinds of subjects; to show people that they’re not alone, either in their fears or their desires—and offer them advice and products to help improve their sex lives. The trick is finding a way to reach them, and in this case, it was using the metaphor of space exploration to talk about self-exploration.” 

The campaign is accompanied by a host of activations through the rest of the month to promote what the brand is dubbing “Anal August”.