Australia’s tightening advertising restrictions are a buzzkill for sexual wellness brands but so Lovehoney’s new agency, Leith, is helping the brand to keep its ads running. With regulators banning even the mention of sex toys, Leith found a way to say everything…without saying it.
Two lovers, limbs entwined, continue to enjoy their sexual euphoria throughout the day, ending with a familiar buzzing sound…an electric toothbrush. Um, what were you thinking?
Feel the Lovehoney is not the wild sex romp expected of sexual wellness content. Suggestion, humour and mischief do the job of promoting the brand’s “joy of sex” persona without becoming removed content.
The campaign covers TV, digital and social channels nationwide, ensuring that no matter where Australian audiences engage, they’re met with a fresh, fun perspective on pleasure.
Nora Lahl, global director of marketing at Lovehoney, stated,“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, added, “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.”
Credits
Creative Agency: Leith
Executive Creative Directors: Troy Farnworth & Phil Evan
Art Director: Joe Sayer
Copywriter: Marion Miranda
Group Account Director: Camilla Rossi
Senior Account Manager: Nikki Rayner
Partner: Brian Coane
Producer: Emma Bell
Editor: Jonny Shepherd
Animator: Jordan Painter
Production Company: Greenroom Films
Director: Michael J Ferns
DOP: Ali Little
Executive Producer: Lucy Ball
Producer: Michael Evans
Grade: Absolute
Colourist: Peter Oppersdorf
Sound: Savalas Post
Sound Designer: Eilidh Reid
Dubbing Mixer: Iain Anderson
