Creative Work of the Year: Lots of innuendo seals the deal for Lovehoney and Brave

Creative Work of the Year

How do you make an ad for an online retailer when broadcasting restrictions mean you can’t actually show what they sell? That’s the challenge creative agency Brave faced – and conquered – in creating a TV ad for sex toy retailer Lovehoney this summer.

Voted Creative Work of the Year by The Drum readers, bonking furry rabbits and cheeky spanking with a fly swatter took centre stage as Brave turned to innuendo for the post-watershed ad.

Speaking at the time of the launch, Helen Balmer, brand and marketing director at Lovehoney, said: “We’ve had fantastic feedback through research on the ad from people who say it’s exciting, humorous and playful. Everyone who had seen it ends up with a big smile on their face.”

The campaign marked a change in direction for Lovehoney which previously featured couples talking about their positive experiences with the brand. As the first sex toy retailer to advertise on television, Balmer added that it works hard with regulators to create ads appropriate for post-watershed schedules, “no sex toys feature, just lots of innuendo – a staple of British humour.”

Creative Works returns as normal next Monday (19 December) with a round-up featuring the last of this year’s Christmas ads.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian