As the spark in their relationship begins to fade, married couple Annie (Cameron Diaz) and Jay (Jason Segel) decide to spice things up by making a sex tape. However, when they wake up, they discover that the sex tape has gone missing, leading to a frantic search for its whereabouts.

With such a strong foundation for a romantic comedy, you would think that “Sex Tape” would be filled with laughs aplenty. Unfortunately, this isn’t the case.

We’ve seen it all before; from violent slapstick scenes with a German Shepherd and bizarre Disney-themed commissioned paintings to overly-intelligent children and awkward human interaction. Sex Tape ticks all the conventions of your generic romantic comedy, without bringing anything new to the table.

It’s this failure to push the boat out that is the film’s main downfall. Despite a number of raunchy scenes and a few shots of Cameron Diaz’s bare backside, the film opts for more tentative gags with both Diaz and Segel keeping their underwear firmly on. The latter comes as more of a surprise considering Segel didn’t shy away from full-front nudity in his first major role as Peter Bretter in “Forgetting Sarah Marshall”.

Instead, the film feels like an extended advert for the Apple iPad, thanks to the constant references to the tablet, such as lines about its “retina display” and how “durable” it is. This comes as quite the surprise considering it’s a Sony funded picture. While product placement in films is no unfamiliarity, it’s a particularly noticeable distraction in Sex Tape.

The only redeeming aspect of the film is the incredibly strong chemistry between Cameron Diaz and Jason Segel, which comes as no surprise considering the duo played a loved-up couple in the 2011 film “Bad Teacher”. In addition, Rob Corddry and Ellie Kemper are excellent in the supporting role, portraying Annie and Jay’s best friends, Robby and Tess. There’s also a brilliantly cast cameo role who plays the owner of YouPorn.