The “Steal the Show” campaign has been created to evoke 1940s Hollywood glamour and features the Strictly Come Dancing presenter wearing a top hat along with La Senza lingerie, accompanied by dancing penguins.
La Senza says Daly was chosen to front the campaign because of her “widespread appeal among women of all ages and lifestyles”.
The campaign, created by 23Red, is La Senza’s first major ad campaign since 2005. It launches this week and will appear on outdoor ad sites including Piccadilly Circus in London and Liverpool, Manchester, Birmingham and Leeds for two weeks.
The retail chain’s store windows will also be themed around the same creative idea, as will La Senza’s website.
La Senza marketing director Lisa Bond says: “Tess epitomises everything the La Senza woman wants to be. She’s gorgeous with a great sense of humour and a fabulous sense of fashion. She’s also a working mother of two and we feel our customers will really aspire to the fact that she always looks amazing whilst juggling her family and career.”