Sexual wellness brand Lovehoney has fun with risque outdoor ads about lockdown

With outdoor advertising just starting to revive in the U.K., sexual wellness retailer Lovehoney has debuted a lightly risque new billboard campaign after winning media space in a creative competition held by Ocean Outdoor.

The brand won 250,000 pounds ($330,000) of media space for its creative idea, which includes billboards that carry the copy "For those who enjoy being locked down," "If you also need a mask for home," and "You don't need to social distance from a rabbit."

The campaign, by agency Brave, was praised by the judges of Ocean's Crucial Creative Competition for "combining great copywriting with an obvious understanding of the consumer, based on good research." Lovehoney was one of the runners-up for the competition, which was won by Innocent Drinks. 

“Focusing on the new vocabulary of social distancing, lockdown and masks, Brave has linked this to Lovehoney’s range of products to raise a smile," said Phil Hall, Ocean Outdoor joint managing director, in a statement. "Acknowledging that some may find it risqué, the judges felt it was both cheeky and grown-up without appearing smutty or crass, leaving the viewer to find the joke by letting the logo do a lot of the work.”