OhMiBod, the award-winning creator of vibrators that respond to music via a Bluetooth connection, has rolled out a new sex-positive ad campaign targeting mainstream audiences. The campaign’s video spots were created to be memorable conversation starters that shine a light on OhMiBod’s Lovelife line of sexual health and lifestyle products.

“Our products are continually evolving, and it’s important for our ads to reflect that,” said OhMiBod co-founder Suki Dunham. “During the creative process, we decided that we wanted to create an ad that could be run during say, the Super Bowl. Many advertisers develop racy commercials to promote their brands. Our approach lead us to go beyond that focus.

“This new ad is clever, playful and fun,” she continued. “It is tasteful and raises awareness for and lessens the stigma of sexual health among mainstream audiences.”

“Life’s Essentials” was created to remind the audience that no matter what changes one makes in life, pleasure is essential. The setting recalls a situation familiar to all: the annual spring cleaning ritual. The audience watches a woman get rid of all the things she no longer needs: clothes, gadgets, board games, accessories. Then, she opens a drawer and spies her Lovelife toy — which, of course, stays.

OhMiBod entered the industry in 2006 with the first music-driven vibrator. In the years since, it has produced two other viral video ads: “OhMiBod, I’m In Love with You 1” and “OhMiBod, I’m In Love with You 2.” The videos have accumulated more than eight million views on OhMiBod’s YouTube channel.