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The Sexual Happiness People, Lovehoney have launched a new Above The Line (ATL) campaign ‘Love How you Love’, encouraging Aussies to love themselves and sexual exploration.
Airing now on TVs and radios across the nation, the campaign is brought to life through new commercials that showcase the various ways Australians express their love and embrace sexuality through toys, lingerie and more, for a fulfilling lifestyle of sexual happiness.
Lovehoney partnered with creative agency Virtue, part of the VICE Media Group, to develop the global campaign.
“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,” said Carole Davids, group creative director, Virtue.
“Love How You Love is a platform that inspires people to literally love how you love – wherever you are on their sexual journey.”
The ‘Love How You Love’ campaign champions sexual wellness for everyone, with the ad featuring a variety of couples and individuals describing what they love from “how they love themselves” through to lingerie and role play. From bedrooms, to bathtubs, the new TV creative, running 30 second spots, directed by husband-and wife team Watts, gives a glimpse into some obvious sexy settings, but also leaves plenty to the imagination.

“As the sexual happiness people, we want to create a fun and fulfilling sex life for everyone, and we understand that all our customers have their own unique way of expressing love. This campaign is about encouraging Australians to love in whatever way they choose, recognising that no two people are the same. With an emphasis on the sensations and feelings that sex and sex toys brings to people and their relationships,” says Lovehoney Australian director, Rob Godwin.
Lovehoney believes sexual happiness comes from exploration and inspiration. The brand hopes the new campaign will encourage lovers to play and explore with different toys and lingerie, while sparking conversations of sex positvity and sexual exploration in loungerooms across Australia.
What’s more, if something from the TV ad catches a viewer’s eye, customers will be able to purchase the products featured in the new ad via a “Shop the ad” section on the website.
“Lingerie, costumes, toys and sexual wellness products are a way of enhancing and expressing love. We really wanted to play into the sensations and feelings that these products give, while also portraying a fun and exciting environment in and out of the bedroom. The use of subtle visuals and specific sounds throughout the campaign brings out that message in a playful way,” added Godwin.
The ads demonstrate the thrill sex toys and lingerie can bring to the bedroom, while also making note of the discreet packaging Lovehoney provides for its customers. The campaign also marks the introduction of the brand’s new strapline “Love How You Love”, working to familiarise Aussies with the refreshed brand messaging and Lovehoney as a leading sexual wellness retailer.
Client: Lovehoney
Creative Agency: Virtue
Executive Producer: Colleen Miller
Production Company: London Alley
Director: WATTS
Casting: Chrissy Fiorilli Casting
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