Side-stepping censorship, a new campaign from Lovehoney subverts customer tropes using double entendre to promote sexual wellness.

The out-of-home campaign created by Leith lets Lovehoney customers do the talking, underlining that sexual wellness is nothing to stay quiet about.

Copy based out-of-home creative executions make use of customer feedback and Trustpilot reviews. Messages such as “Our customers love to push our buttons”; “We take our customers for a ride” and “Our customers moan a lot” play on typical customer tropes. Bold copy against textured backgrounds hint at double meanings and leave ‘those in the know’ to fill in the gaps.

The campaign will run for two weeks across the London Underground in Hackney, Shepherd’s Bush and Tottenham Court Road. A schedule which is designed to coincide with Lovehoney’s peak trading period.

Censorship laws that prevent showing sex toys and using certain language mean that Lovehoney has to be creative about how it delivers its message. Putting the customer at the centre of the campaign allows the brand to open up fun, engaging and inclusive conversations around sexual wellness while speaking to the audiences it serves to reach.

“Advertising restrictions frequently hinder our ability to educate the public on the benefits of sexual wellness, so we have to creatively communicate within an ATL setting,” explains Nora Lahl, Director of Marketing, at Lovehoney.

She continues: “We’ve turned the typical trope of the ‘moaning’ customer on its head, whilst subtly alluding to the abundant pleasure customers can experience via Lovehoney.co.uk. The result is a playful and thought-provoking campaign, which raises a smile, while also underscoring our Trustpilot scores, which are a key proof point of our exceptional customer service.”

Determined to open up conversations around sexual wellness and breakdown taboos, earlier this year Lovehoney ran its first TV ad campaign. Taking a similar humorous yet subtle approach the brand aims to break down social barriers and encourage more open, positive and healthy conversations around sex.