‘Let’s love more’ is the slogan of the new autumn/winter 2015 campaign from Amorelie. It is an appeal to explore new paths in love, to break with conventions and old patterns and to overstep boundaries. It is also a revolt against a defunct love life.
Idea and concept
Why not ‘challenge’ yourself and your partner again a little? Get out of that rut and into a thrilling adventure! ‘more’ is already part of the name of this young Berlin-based company. It puts an end to narrow-mindedness and expands its customers’ horizons for a liberal approach to sexuality and sex toys. To affirm one’s own wishes and needs with self-confidence and be rewarded for it with sensual pleasures – that is the feeling the campaign intends to convey. Amorelie focuses deliberately on couples and singles, as well as inexperienced but curious people who would like to try love toys and other stimulating products for the first time. This enables the company to open up new target segments. The new brand campaign starts off with a TV ad.
At the heart of the 30-second ad is a couple in love, who take the viewer with them through tender moments, exhilarating nights and adventures together in the city. Their love life expresses the new state of mind of a liberal generation. It is intended to provide lasting inspiration for the viewers’ imagination. An independent approach to one's own and shared sexuality is the attitude to life that Amorelie wants to bring to the world.
Realisation of the TV ad
The entire campaign is managed by the team from brandtouch° comprising Managing Director Günter Sendlmeier, Creative Director Lars Laemmerzahl and Strategy Director Kristof Kleine. The ad was produced by the production firm E+P and directed by Astrid Salomon. Christian Klippel and Lars Laemmerzahl were the copywriters. The music is from Die Tonpiloten and is sung by Milla Kay. The Shack was responsible for post-production.
Broadcast of the TV ad
The TV spot for the campaign will be broadcast for the first time on Wednesday 14.10.2015 on the channels in the ProSiebenSat1 Group and shown on ProSieben, Sat.1, Kabel eins, sixx and ProSieben Maxx. The main broadcasting slot is between 9 a.m. and midnight.
– Hamburg, 14.10.2015