Everyone Loves O’s.

In celebration of National Orgasm Day on July 31, Foria Wellness, the innovative health & sexual wellness company, and creative ad agency partner TDA Boulder are turning up the heat, and the subversive subtlety, in their latest campaign, “Everyone Loves O’s.”

The cheeky new campaign taps into a universally familiar expression, one of peak physical intensity, with a clever twist. Each image captures athletes’ mid-movement, faces locked in effort, elation, or somewhere in between. Think runners, tennis players, swimmers, weightlifters, even pickleball pros. Cropped just right, they leave everything (and nothing) to the imagination. The payoff? “Everyone Loves O’s.”

The idea was born out of necessity. Sexual wellness brands like Foria routinely face restrictions and takedowns on social media platforms for using words like “orgasm” or even “pleasure.” So the creative team flipped the script letting the images do the talking. The result is a playful yet empowering campaign that celebrates the O without ever naming it.

“We wanted to say everything without saying anything,” said Jonathan Schoenberg, Executive Creative Director, and Partner at TDA Boulder. “These aren’t models, they’re athletes’ mid-performance. You’re invited to make the connection. And that’s what makes it fun.”

The campaign spans paid and organic social, banner ads, email, and video, including the hero spots “Tennis” and “Weightlifting.” The work launch also coincides with Foria’s biggest sale of the year: up to 50% off in honor of National Orgasm Day.

“Foria has always championed sexual wellness with elegance, transparency, and a little play,” said Mathew Gerson, Creator and Co-Founder at Foria. “With ‘Everyone Loves O’s,’ we’re reclaiming pleasure on our terms and letting joy speak for itself.”

This marks the third major campaign collaboration between Foria and TDA Boulder, furthering their shared mission to elevate intimacy and break through outdated taboos.