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Lovehoney: Love How You Love by Virtue

Agency: Virtue
Client: Lovehoney
Date: Aug 2021
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Sexual wellness brand LoveHoney has trailed a new television advert designed to open the eyes of audiences to new possibilities in the bedroom.

’Love How You Love’ has been created by Vice’s creative agency, Virtue, to provide pointers for people wishing to expand their lovemaking toolkit in the pursuit of sexual happiness.

LoveHoney has launched its newest TV advert designed to illustrate how a little adventure under the covers can go a long way toward improving sexual wellness and happiness.

A series of 30-second spots showcase a variety of couples and singles enjoying the brand’s range of toys and lingerie to spice up their love life; part of an exploding sexual health and wellness industry that is expected to clock in at £46bn by 2022.

Led by Vice’s creative agency Virtue, ’Love How You Love’ is born out of an understanding that there is significant scope for expansion by winning over ’potential considerers’.

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, adds: “Our vision is to become the world’s leading sexual happiness brand, synonymous with a healthy, happy sex life.“

Scheduled to air after the 9pm watershed, the playful advert constitutes the central plank of a marketing and branding campaign spanning out-of-home, digital and broadcast.

A previous ad from ’Lovehoney, Light Relief in Lockdown’ by Brave, was previously voted The Drum’s Creative Work of the Year.

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