Ann Summers partners with ITV2 for TV debut

Ann Summers is preparing its first TV activity as part of a multichannel partnership with ITV2 and The Only Way is Essex.


The sex toy and lingerie retailer is launching a campaign to find the UK’s “sexiest face” to star in an ad campaign for the brand in 2012.

It is also hosting dual branded Ann Summers/ITV2 roadshows in shopping centres around the UK.

It is inviting contestants to interact with the brand and compete for a place in a two-minute TV spot which will showcase the finalists of the campaign in the ad break of The Only Way is Essex final show in November.

Viewers can then vote for the winner, who will appear in Ann Summers 2012 campaign, via Ann Summers website and social media channels.

The brand is also running teaser ads across ITV2 running up to the final 2-minute ad.

The activity is part of Ann Summers brand refresh which has seen it change every aspect of its consumer facing communications to modernise perceptions, including relaunching its range and changing its photography style, in the last 18 months in a bid to revive its edge.

Ann Summers is hoping the campaign will encourage consumers to engage and interact with the brand across its online and mobile channels as well as its stores and party events.

ITV says the partnership is part of its ongoing shift towards “innovative and entertaining” away from straight advertising to boost revenue.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here