"Circumventing ad restrictions."
Lovehoney is flipping expectations on sexual wellness advertising, with a new creative platform via creative agency Leith.
“Feel the Lovehoney” aims to circumvent ad restrictions through use of suggestion and innuendo.
“‘Feel the Lovehoney’ is a confident step forward for us as Australia’s leading sexual wellness retailer,” Lovehoney global director of marketing Nora Lahl said.
“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.”
This is Leith’s first work since winning the global Lovehoney creative platform pitch in 2024.
The 360° campaign is rolling out across TV, digital and social channels nationwide.
“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,” Leith group account director Camilla Rossi said.
“But, by blending clever strategy, humour, a bit of mischief and a lot of innuendo, we’re thrilled to launch ‘Feel the Lovehoney’.”
Credits
Art Director - Joe Sayer
Copywriter - Marion Miranda
Group Account Director - Camilla Rossi
Senior Account Manager - Nikki Rayner
Partner - Brian Coane
Executive Creative Director - Troy Farnworth
Executive Creative Director - Phil Evans
Producer - Emma Bell
Editor – Jonny Shepherd
Animator – Jordan Painter
Production Company – Greenroom Films
Director – Michael J Ferns
DOP – Ali Little
Production Company EP – Lucy Ball
Production Company Producer – Michael Evans
Grade – Absolute
Colourist – Peter Oppersdorf
Sound – Savalas Post
Sound Designer - Eilidh Reid
Dubbing Mixer - Iain Anderson
