A risqué advert featuring real couples climaxing is set to air on television tonight.
The 30-second clip, which has been commissioned by online sex toy retailer Lovehoney as part of its "Turn Up the Turn On" campaign, aims to normalise sex toys in a fun and entertaining way for mainstream audiences.
Set to air on non-terrestrial channels, including ITV channels and Comedy central, after the 9pm watershed, the advert has been pre-approved by regulators Clearcast and features real couples at growing levels of intimacy.
Featuring both gay and straight couples, the advert has been created to coincide with National Orgasm Day and shows lovers removing each other’s clothes, kissing, and frolicking on a bed before showing each of them at the point of orgasm.
Speaking of the advert, its director, Tiny Bullet (aka Tina Bull) from Thomas Thomas said that it was one of the more interesting briefs she has received.
“Getting the right tone of voice was key - it had to be fun and sexy but not too naughty,” she explained.
“We came up with some inventive ways to suggest products without showing them like the vibrator ‘cam’ shot.
“I also wanted the edit to have a rhythmic energy similar to having sex where we have moments of calm just like foreplay that build until the spot ends with our montage of climaxes.“
While the advert is undeniably light-hearted, Lovehoney insists that it has been committed to portraying the true face of sex outside of what is seen online or in the movies and to encourage people to talk more openly about their sex lives.
“We’ve really hit the spot with the new campaign, which we know through our consumer research will create conversations and change perception of sex toys as well as entertain,” says Helen Balmer, Lovehoney’s brand and marketing director.
“All with the aim of people having happier sex lives with sex toys from Lovehoney.”
This isn’t the first time the brand has made a controversial TV advert though.
In 2016, Lovehoney became the first sex toy retailer to advertise on TV with an award winning campaign that featured “bonking furry rabbits” and was subsequently hailed as “one of the funniest of the year” and even voted Creative Work of the Year by marketing magazine The Drum.
