Lovehoney launches saucy Light Relief campaign


Global sexual wellness brand Lovehoney is running outdoor adverts in key location across London after winning the creative space in Ocean Outdoor’s Crucial Creative Competition

Lovehoney digital display ads running at Holland Park roundabout next to Westfield in West London

Brave – Light Relief

The ‘Light Relief in Lockdown’ campaign was created for Lovehoney by its ad agency Brave.

The two-week campaign runs from 26 August to 8 September on digital boards at Gypsy Corner junction of the A40; the Holland Park Roundabout next to the Westfield shopping centre; Meridian Steps and Northern Ticket Hall at Westfield Stratford; Hammersmith Broadway; the Eastern Lights on the A13; High Street Kensington; and the Two Towers at Canary Wharf.

Helping hand: Lovehoney launches new campaign

The campaign was praised by competition judges for ‘combining great copywriting with an obvious understanding of the consumer, based on good research.’

Phil Hall, Ocean Outdoor joint managing director, said: “Focusing on the new vocabulary of social distancing, lockdown and masks, Brave has linked this to Lovehoney’s range of products to raise a smile.

Cheeky but funny

“Acknowledging that some may find it risqué, the judges felt it was both cheeky and grown-up without appearing smutty or crass; leaving the viewer to find the joke by letting the logo do a lot of the work.”

Helen Balmer, Lovehoney brand and marketing director, said: “Our aim was to create a message/campaign which not only raises a smile, but also conveys that sexual happiness can support our overall wellbeing during these unprecedented times.”

Like rabbits: Light Relief campaign aims to put a smile on your face.

Lovehoney was one of three joint runners-up in Ocean’s Crucial Creative Competition. Winners Innocent Drinks won £500,000 of screen space for first prize.

The competition was organised to help rally advertisers, agencies and communities as Covid-19 began to ease.