Lovehoney "Light relief in lockdown" by Brave

Sexual wellness brand Lovehoney has brought an onslaught of sexual innuendos to an otherwise deeply depressing world.

Appealing to "those who enjoy being locked down", the campaign repurposes our new-normal vocabulary for a series of tongue-in-cheek puns. While one ad appeals to people who "also need a mask for home", another declares: "you don’t need social distance from a rabbit". If you don’t understand the innuendos, this campaign probably isn’t for you.

The campaign was one of three runners-up in Ocean’s Crucial Creative Competition, which was won by Innocent Drinks, and runs until 8 September across London. It was written by Drew Haselhurst and art directed by Dipesh Mistry.

In 2018, Lovehoney launched a campaign to celebrate National Orgasm Day.


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