Adult online retailer Lovehoney has launched a new creative platform that aims to celebrates sexual happiness with unapologetic confidence, while working alongside ad restrictions.
Creative agency Leith, which won the global Lovehoney creative platform pitch in 2024, has centred its work on sparking conversations and encouraging people to try its products and enjoy a feeling of lust and happiness all day long.
The ‘Feel the Lovehoney’ platform leans into humour and intimacy, through clever use of suggestion and innuendo.
The spot begins with a loved-up young couple’s alarm clock knocked off the bedside cabinet, their passion-fuelled connection continues through the day, from buying coffee still entwined to vacuuming whilst still in a loving embrace. The day ends, still wrapped in each other’s arms, the buzzing from their electric toothbrushes prompts a knowing glance, and it’s time for bed.
As ad restrictions tighten, with regulators banning even the mention of sex toys, Leith’s messaging used “creative subversion to speak to consumers”, said Nora Lahl, Global Director of Marketing at Lovehoney.
“‘Feel the Lovehoney’ is a confident step forward for us as Australia’s leading sexual wellness retailer.
“It reflects who we are: playful, inclusive and sex-positive – while enabling us to navigate advertising limitations without diluting our message or mission to bring sexual wellness to the nation.
“The new campaign signals a strategic shift for Lovehoney, strengthening our position in the sexual wellness category, while deploying humour, mischief and creative subversion to speak to consumers in a way few brands dare to. We are excited to see ‘Feel the Lovehoney’ become the golden thread of our brand communications in 2025 and beyond.”
Camilla Rossi, Group Account Director at Leith, said: “Sadly Lovehoney faces tough challenges with ad restrictions and shadow banning, so getting its purposeful, positive and passionate messaging about sexual wellness out there can be a challenge.
“But, by blending clever strategy, humour, a bit of mischief and a lot of innuendo, we’re thrilled to launch ‘Feel the Lovehoney’.”
The 360° campaign is rolling out across TV, digital and social channels nationwide, ensuring that no matter where Australian audiences engage, they’re met with a fresh, fun perspective on pleasure.
Credits
Art Director – Joe Sayer
Copywriter – Marion Miranda
Group Account Director – Camilla Rossi
Senior Account Manager – Nikki Rayner
Partner – Brian Coane
Executive Creative Director – Troy Farnworth
Executive Creative Director – Phil Evans
Producer – Emma Bell
Editor – Jonny Shepherd
Animator – Jordan Painter
Production Company – Greenroom Films
Director – Michael J Ferns
DOP – Ali Little
Production Company EP – Lucy Ball
Production Company Producer – Michael Evans
Grade – Absolute
Colourist – Peter Oppersdorf
Sound – Savalas Post
Sound Designer – Eilidh Reid
Dubbing Mixer – Iain Anderson