I utilized my culture jammed version of Trojan’s “pre-game” and “game time” advertisement to deconstruct the ideology of the superiority of heteronormative sex and the denunciation of other forms of sex deemed “foreplay”. For the purposes of this explanation, I will use the term “othered” to describe sexual acts outside of heteronormative penetrative vaginal sex, such as digital sex and oral sex. The word “foreplay” suggests that othered sexual acts exist solely as a lead up to penetrative sex. Various forms of queer sex are othered and invalidated by the ideology that they are not adequate enough to exist on their own. By replacing the term “pre-game” with the phrase “foreplay is not warmup”, my rendition of this advertisement acts in reclaiming the word “foreplay” as describing forms of perfectly valid non-heteronormative sex. Furthermore, by replacing the blue bottle’s term, “game-time”, with “for the pleasure of men” it highlights the audacity of equalizing penetrative sex to the end-all of sexual acts. When you combine these two phrases it reads, “Foreplay is not warm-up for the pleasure of men”. My intentions were not only to reclaim the term “foreplay” as a more inclusive descriptor of sex but also to validate that the pleasure of women is an important and often marginalized aspect of heterosexual sex. The original advertisement suggests that a woman’s pleasure is a tool used to lead up to the pleasure of men, but my version highlights that a woman’s pleasure is equally as important and is not meant to be commodified for the use of men.
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