A new spot for U.K. sex toys retailer Lovehoney has prompted The Sun newspaper to ask whether it might be the "raciest ever on British TV."
The ad, which was cleared to run after 9pm by regulator Clearcast, starts with a hand ringing a nipple-shaped doorbell, but it's more than just suggestive as we see a succession of couples (including same-sex) ripping each other's clothes off, dressing up with accessories and then having joyous sex --culminating in close-ups of four people's faces as they reach orgasm.
The spot was created by agency Brave, and directed by Tiny Bullet, aka Tina Bull, via Thomas Thomas Films. Bull told Ad Age's Creativity that the raciness made for a challenging production. "The casting was particularly tricky especially on the first round where I kept the sessions open and gave the couples the freedom to go for it but I soon realized this approach wasn't going to work and having to shout 'cut cut cut' before anything too naughty happened wasn't really the way to go," she says. "If both the agency and I were embarrassed and squirming in our seats I knew the audience would be rushing for the remote."
In the end, she decided to pare everything down to key moments, choreographed into "bite-sized" scenes," she says. "In its simplest form I wanted clothes being taken off in a fun and playful way with each motion flowing into the next, editing in my head as we filmed I knew the guys banging into the bookshelf would cut perfectly with the girl being pulled along the floor to the zip being undone, building momentum and hinting at what was to come without actually showing anything."
When it came to the spot's finale, "we then jump forward in time to the orgasm faces where the performances needed to be over the top and engaging in a humorous way," she says. "It was important that we acknowledge this as an intimate moment and to not make it feel too observational or voyeuristic. Which is why we avoided using long lens and everything was in close and sometimes on a wide lens to add to the quirkiness of the scenes."