Online sex toy retailer Lovehoney has launched a TV advert for its Fifty Shades of Grey Pleasure Collection as it tries to tap into a mainstream audience for the range.

The etailer, which won the exclusive licensing rights to produce the Fifty Shades of Grey accessories everywhere outside of North and South America, aired the 30 second ad on Friday post-watershed.

It is filmed in black-and-white, shot in slow motion and features sex toys and soft bondage products from the official range of products to the bestselling books.

The ad is shown post-watershed

Lovehoney co-founder Richard Longhurst said: “Fifty Shades of Grey is the best known name in erotica and sex toys. We wanted to present the products in the mainstream media in a way that has not been done before and show how the range is the perfect way to enjoy Valentine’s Day.”

The ad holds the strapline: “let the fantasy become the reality this Valentine’s Day.”

It will broadcast on Channel Five, ITV2, E4 and other digital channels and the earliest it will be shown is 10.10pm.

The ad is the first time the etailer has advertised on TV in 18 months but Longhurst said the Fifty Shades range was the right opportunity to use the channel again.

He said: “When we advertised on TV before, we had to tell viewers the Lovehoney name and then explain what it does. Fifty Shades of Grey provides an instant short-cut to recognition. The viewer immediately knows that it is sex related.

“Other online retailers, say in beauty, can use a big brand like Chanel on TV adverts to drive customers to their sites. We can do the same using Fifty Shades - it is the first internationally known sex brand that we have been able to use in this way.”