Lovehoney will become the first sex-toy retailer to advertise on TV in the U.K. on Oct. 3, when a 30-second spot debuts at 10.15 a.m. during an episode of imported U.S. reality show ‘The Real Housewives of New York City,’ ” reports Advertising Age.
The article continues, “Nick Ellis, creative director at Lovehoney’s agency, Halo Media, said that Lovehoney’s aim is to reposition the eight-year-old brand into the ‘well-being’ category….”
Ellis continues, the story says, ” ‘You can use sex to sell most products, but as a sex-toy retailer, no hint of anything overtly sexy is allowed,’ Mr. Ellis said. ‘We wanted to use the track ‘Teenage Kicks’ but Clearcast [which vets all TV ad scripts before broadcast] wouldn’t let us, so we wrote a soundtrack which has a similarly urgent, youthful feel.’ “
Interestingly, the music they came up with sounds very much in the mold of the popular 1960s U.K. group The Kinks.
The ad is below. For those of you who may have trouble understanding a British accent, in the spot the woman says, “Have a good day at work,” and the man says, “Yeah, you too.” The voiceover at the end says “Lovehoney.co.uk. The sexual happiness people.”