Club X pays homage to ‘mums’ who paved the way for modern vibrators

Sexual wellness retailer Club X has launched a cheeky new campaign celebrating the origins of the modern vibrator.

The work by marketing agency Kennedy Studio was shot in Melbourne and set in a colourful retro-styled home, featuring housewives in various scenarios alongside some DIY precursors to self-stimulation devices.

The latest campaign from Club X.

The tongue-in-cheek campaign charts the journey from the infamous Granville Hammer ‘medical’ device of the late 19th Century, used to treat so-called ‘hysteria’, through to the first commercially produced vibrators of the 1960s.

Its voiceover finishes by saying: “Never forget the history and the ones who paved the way. Isn’t that right, mum?”

“The campaign reminds women that vibrators have been around for decades and have always been a tool of self-exploration and pleasure,” a Club X spokesperson explained.

The company launched in 1977 and has since “paved the way for sexual wellness and championed sexual diversity in Australia”.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.