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Creative

Lovehoney Loves All Kinds of Play in Sexy Spot

Virtue spotlights the pleasures of toys and lingerie in sexual happiness for the wellness brand

Lovehoney Loves All Kinds of Play in Sexy Spot

Sexual wellness brand Lovehoney has launched its new Love How You Love TV ad in the UK. Lovehoney worked on the ad with creative agency Virtue, part of the Vice group.

It launches at a time of continued successful growth for Lovehoney and the entire sexual health and wellness category which is estimated to exceed £46 billion by 2022.

The ad, running 30 second spots, shows couples and singles experiencing all the ways they love through a range of Lovehoney products.

Words appear on screen with light animation to add personality, revealing playfully energetic ways to discuss the role that sex toys and lingerie play in our sexual happiness. At the end, viewers are reminded to Love How You Love.

Carole Davids, group creative director at Virtue, said: “We saw an opportunity in the category to make Lovehoney the modern sex destination for lovers who didn’t see a place for themselves in the current landscape. Love How You Love is a platform that inspires people to literally love how you love - wherever you are on your sexual journey.”

Helen Balmer, global brand director at Lovehoney, said: “Our vision is to become the world’s leading sexual happiness brand, synonymous with a healthy, happy sex life. We undertook extensive quantitative and qualitative research with consumers to understand their motivations and attitudes towards sex and the role of sex toys.

“This identified that there is a big opportunity with current active users and potential considerers and that the Lovehoney brand is well placed to spark a conversation between couples.”

The ad has been cleared to run on TV after 9pm by regulators Clearcast, the clearance body for TV and VOD advertising in the UK.

It is part of a global Love How You Love marketing and branding campaign across out of home, digital and broadcast channels. 

Lovehoney was the first sexual wellness brand to advertise on TV in the UK.


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Client: Lovehoney

Creative Agency: Virtue

Executive Producer: Colleen Miller

Production Company: London Alley

Director: WATTS

Casting: Chrissy Fiorilli Casting

Category: Adult Entertainment , Sex Toys

Genre: Dialogue , People