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Two lubricants fighting for attention. The product is not exclusively meant for gays, but I guess it is used relatively more by gays than by straights, so KY and Elbow Grease are both trying to get gay customers.
KY choses for a velvety look in the first ad and goes a little bit more naught in the second, simulating sounds of pleasure.
The Elbow Grease ads are not purple, but I wanted to make a comparison with KY. One ad is quite innocent, making jokes about chosing an outfit, but the second one does not use any subtlety.