K-Y makes physical intimacy with your partner so comfortable and easy, women will view sex and their partners in a whole new light. The TV campaign featured an average-looking, middle-aged guy as he performs an everyday task. The scenes are in slow motion, with a sensuous R&B slow jam playing in the background. They are shot from the perspective of his wife, and when it cuts to her we realize that she has been watching him with love and yearning in her eyes. It ends on the tagline: “Warm up to love again. K-Y Touch 2-in-1 Lubricant.”