One interesting shift that has been noticeable during the last six months of global pandemic and nationwide lockdown concerns our vocabulary, with the introduction of terms that previously most of us had never even heard of. Social distancing, lockdown or even furlough; all words that have become second nature to us during the last few months.

Lovehoney’s latest campaign spins this new vocabulary to bring some light relief in the form of a few tongue-in-cheek, sexual innuendo-laden puns. Created by Brave, the posters have been featured on key OOH digital sites around London after the campaign won £250,000 of media space in Ocean Outdoor’s Crucial Creative Competition, organised to rally advertisers, agencies and communities as lockdown began to ease.

The copy appeals to those who “enjoy being locked down” or who “need a mask for home”; it even reminds people that “you don’t need to socially distance from a rabbit.” The innuendo is there but leaves it for the passer-by to deduce what it's referring to.

The campaign is a smart use of punchy, humorous copywriting that understands the brand’s consumer and speaks directly to them. Phill Hall, Joint Managing Director UK at Ocean Outdoor said of the choice of runner-up: "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.”

The work, which is the Lovehoney’s first OOH campaign, raises a smile whilst simultaneously working to dismantle the taboos around sexual wellbeing and sex toys. A reminder that a little bit of light relief is always welcome during tough times.