With most ads, you can quickly guess what the product is. In this Italian spot, you have to wait to the very last frame. All through the commercial, you see shots depicting objects: paintings on a wall, with one of them turned around. A man wearing his watch with the dial on the inside, a table in a restaurant with one place set upside down … All the while, Tiny Tim has been screeching some kind of Victorian song. Then a title in mirror writing: “Enjoy the other side.” Only then do we realize that we’ve just been watching a commercial promoting the joys of anal sex – made so much easier, of course, with Durex lubricant gel, the product in question.