Sex toy interest is thriving during the pandemic for obvious reasons. Toronto creative group, The Local Collective, is helping. PinkCherry and its global partner, Wow Tech Group, are enticing people to make staying home fun by saying yes more often.
The campaign film was produced through the height of the COVID lockdown. “We are all spending a lot more time at home, and this is one those industries that during COVID can and has seen growth,” stated Matt Litzinger, president and chief creative officer of TLC. “This concept is designed to embrace (some) the enjoyment that can come from staying home.”
Ignoring the commercial is unlikely with its electric-bright colours and familiar tune. The commercial went to air across the US on July 13. The light-hearted film is a celebration of things that PinkCherry and Wow Tech Group believe people should be saying yes to…and a few things they should definitely not.
The ads will be seen primarily during the nightly news to add some positivity to nightly routines as people are heading into bed.
“When we first saw this concept, we knew we had to move on it. It was exactly the type of messaging and attitude we feel we all need…especially right now,” stated Daniel Freedman, chief executive officer of PinkCherry. “We could all use a little more yes in our lives right now, and that’s what we want to be with our consumers; the people they can say a little more yes with.”
The commercial will also be online for both Canada and the US.