At Lovehoney sex is a little bit naughty, a lot of fun and above all, always very healthy. Leith has captured the essence of that spirit in its OOH campaign that offers a different take on ‘moaning customers’ using double entendres to open up the conversation around sexual wellness
The campaign lets Lovehoney customers do the talking, while highlighting that sexual wellness is nothing to remain quiet about. With censorship laws preventing everything from showing sex toys to even using certain language relating to sex within adverts, creative agency Leith found a way to deliver the message that Lovehoney is a customer-focused, inclusive brand that encourages an open, fun, engaging and progressive approach to all aspects of sexual wellness.
The series of messages plays ironically on Lovehoney’s loyal customer base and its outstanding Trustpilot reviews (a core strength of the brand’s offering), while playfully subverting typical customer tropes – Our customers love to push our buttons, We take our customers for a ride, and Our customers moan a lot, are just some of the suggestive messages doing the talking against textured backgrounds which only hint at double meanings and leave ‘those in the know’ to fill in the gaps.
The new campaign comes almost a year after Leith’s first TV ad for Lovehoney. The partners continue to break down the social barriers that prevent people from feeling they can talk openly and frankly about anything related to sexual wellness, while navigating a landscape that often seems to do everything it can to stop open, positive and healthy conversations about sex.
The campaign is running for two weeks from October 7 at OOH locations across the London Underground in Hackney, Shepherd’s Bush and Tottenham Court Road. It coincides with Lovehoney’s peak trading period and celebrates the fun and inclusivity of the ‘Lovehoney effect’ brand, just in time for Christmas.
Nora Lahl, director of marketing, at Lovehoney, stated, “Advertising restrictions frequently hinder our ability to educate the public on the benefits of sexual wellness, so we have to creatively communicate within an ATL setting. In our latest OOH campaign, we’ve turned the typical trope of the ‘moaning’ customer on its head, whilst subtly alluding to the abundant pleasure customers can experience via Lovehoney.co.uk. The result is a playful and thought-provoking campaign, which raises a smile, while also underscoring our Trustpilot scores, which are a key proof point of our exceptional customer service.”
Brian Coane, partner at Leith, added, “We had a lot of fun creating these ads for Lovehoney. We enjoyed the challenge of navigating what could be said and how much product could be shown within the rules. Our approach celebrated Lovehoney’s customers in a playful yet affectionate manner, embodying the brand’s tone of voice.”
Credits
Agency: Leith
Creative Directors: Troy Farnworth & Phil Evans
Art Director: Joe Sayer
Copywriters: Marion Miranda & Mairi Wilson
Senior Account Manager: Nikki Rayner
Partner: Brian Coane
Producer: Grant Byrne
Artworker: Pete Lugton
Media Buyer: The Kite Factory
