Online sex toy retailer Lovehoney is urging Aussies to open up about sex and relationships with a new TV ad in a bid to 'Turn On Australia'.
Online sex toy retailer Lovehoney is urging Aussies to open up about sex and relationships with a new TV ad in a bid to 'Turn On Australia'.
The 30-second ad shows real couples at growing levels of intimacy, as the people featured build to a climax, and ends cheekily with a woman tapping her bottom with a feather tickler.
The new campaign again aims to normalise sex toys in a fun and entertaining way for mainstream audiences.
Featuring the strapline, Turn On Australia’, Lovehoney urges Aussies to "say yes to more yes" as they ask "Who doesn't want better sex?"
“We’ve really hit the spot with the new campaign, which we know through our consumer research will create conversations and change perception of sex toys as well as entertain," Lovehoney Australia director and head of operations Rob Godwin.
"All with the aim of people having happier sex lives with sex toys from Lovehoney.”
The ad was created by the London based agency Brave, also behind the previous campaign and made by Thomas Thomas Films.
"I have to say this was one of the more interesting briefs: To normalise sex toys and encourage the Australian public to have better sex," Thomas Thomas director Tiny Bullet says.
"Getting the right tone of voice was key, it had to be fun and sexy but not too naughty. We came up with some inventive ways to suggest products without showing them like the vibrator ‘cam’ shot. I also wanted the edit to have a rhythmic energy similar to having sex where we have moments of calm just like foreplay that build until the spot ends with our montage of climaxes."
The ad shows the added excitement sex toys can bring to a relationship, along with the firm’s discreet packaging.
“We wanted to drive the creative idea into an even more challenging and real space, pushing aside the fake world of sex usually seen online or in the movies, by portraying the true face of the nation’s sexy side," Brave business director Claire Knowles says.
