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Creative Work of the Year: Lots of innuendo seals the deal for Lovehoney and Brave

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How do you make an ad for an online retailer when broadcasting restrictions mean you can’t actually show what they sell? That’s the challenge creative agency Brave faced – and conquered – in creating a TV ad for sex toy retailer Lovehoney this summer.

Voted Creative Work of the Year by The Drum readers, bonking furry rabbits and cheeky spanking with a fly swatter took centre stage as Brave turned to innuendo for the post-watershed ad.

Speaking at the time of the launch, Helen Balmer, brand and marketing director at Lovehoney, said: “We’ve had fantastic feedback through research on the ad from people who say it’s exciting, humorous and playful. Everyone who had seen it ends up with a big smile on their face.”

The campaign marked a change in direction for Lovehoney which previously featured couples talking about their positive experiences with the brand. As the first sex toy retailer to advertise on television, Balmer added that it works hard with regulators to create ads appropriate for post-watershed schedules, “no sex toys feature, just lots of innuendo – a staple of British humour.”

Creative Works returns as normal next Monday (19 December) with a round-up featuring the last of this year’s Christmas ads.

Brave: Lovehoney 'Fuzzy Buzzy Slinky Kinky'

Agency: Brave
Client: Lovehoney
Date: July 2016
The new ad for Lovehoney, which received the Queen’s Award for Enterprise in April for boosting British exports, features bonking furry rabbits, cheeky spanking with a fly swatter and a happy, satisfied couple crashing on a bed in a post-coital glow.
The aim is to convert the millions of adults currently considering buying sex toys into Lovehoney customers by showing the added excitement sex toys can bring to a relationship along with the firm’s excellent customer service and discreet packaging.
 
Credits:
 
 
 
Creative Head: Caroline Paris
Additional Credits: Account Director: Claire Knowles
Senior Producer: Emma Smalley
Director: Mary Clerte
 
Tags: Europe, best commericals, latest ads, Ad of the Week, Lovehoney, brave
 
 
 
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