This sex-toy brand urges you to break up with your showerhead

Love Not War encourages you to stop wasting water and try ‘sustainable masturbation’ in campaign by Dude London

Published On
Jun 06, 2023
A showerhead lying on a towel and looking sad

Editor's Pick

Love Not War, a sustainable sex-toy brand in the U.K., is encouraging women to save water by ending their love affair with the showerhead and embracing its range of eco-friendly sex toys.

Research suggests masturbating in the shower wastes a ton of water—some 121 Olympic-sized swimming pools’ worth each year, according to the brand. Timed to World Environment Day on June 5, an amusing spot from Dude London shows five different showerheads in mourning—and their partner has moved on to something better.


“Green practices have always been right at the very core of Love Not War’s business model, with everything we do viewed through the lens of sustainability,” said Will Ranscombe, CEO and co-founder of Love Not War. “We’re keen for people to know that by making the decision to ‘break up’ with their showerheads and switch to a Love Not War toy, they can save water and ultimately reduce their environmental impact.”

“What can I say other than this: it's brought us all real pleasure to work on this,” added Vic D’Andrea, creative at Dude London. “This is the sort of project DUDE is all about, a great message, a great product and a great chance to really let loose and have fun…  all for a great cause.” 

Supporting the message, Love Not War is offering 20% off its toys (which are made from recycled aluminium cans) through the month of June. The campaign also leans heavily into influencer marketing.


Jun 06, 2023
Client :
Love Not War
Agency :
DUDE London
Will Ranscombe
Marketing Director :
Kathryn Byberg
PR Communications and Influencer Marketing :
Little Leaf Agency
Brand Creative :
Stu Nugent
Digital Marketing :
Assaly Agency
Chief Creative Officer :
Livio Basoli
Chief Creative Officer :
Lorenzo Picchiotti
Executive Creative Director :
Curro Piqueras
Creative Director :
Tomás Gianelli O’Ryan
Head of Art :
Pietro Soldi
Copywriter :
Vic D'Andrea
Art Director :
Marta Morientes
Art Director :
Sara Nazario
Copywriter :
Roberta la Porta
Client Lead :
Hamish Day
Senior Account Manager :
Jeanine Vette
Production :
DUDE Milan
Integrated Production Director :
Matteo Pecorari
Senior Producer :
Maria Chiara Muglia
Junior Producer :
Vincenzo Perrotta
Head of Physical Production :
Simone Raddi
Junior Production Coordinator :
Francesca Di Donna
Post Production Director :
Seba Morando
Post Producer :
Miriam Ottina
Senior Film Editor :
Federica Ruggeri
Motion Designer :
Gabriele Frigimelica
Director :
Luca Costantini
Set Designer :
Marco Monti
Post Production :
Hugo Legrand-Nathan
Executive Producer :
Kate Elson
Color :
Coffee and TV
EP :
Johnny Fairburn
Colorist :
Tash Hicks
Producer :
Sorrel Higgins
Voices :
Anthea Represents
Sound Mix :
Felt Music
Studio Engineer :
Nick Mills
Production Manager :
Georgia Parker
Production Coordinator :
Eddy Fuller
Music :
Massimo Martellotta
Media Partner :
Level Two
Growth Consultant :
Sean Longstaff

Need a credit fix? Contact the Creativity Editors

Project Type