Ann Summers has announced a brand partnership with ITV2 which will include the first ever TV campaign for the retailer. During late September Ann Summers and ITV2 were scheduled to host dual-branded roadshows at key regional shopping malls in Birmingham, London, Manchester and Essex in a quest to find the UK’s sexiest face.
The best 20 faces will be filmed for a two minute advert which will be broadcast during the final episode of ITV2’s The Only Way Is Essex. The public will then be asked to vote for their favourite and the winner will appear in an Ann Summers 2012 campaign. A series of teaser ads will run on the channel leading up to the broadcast.
Chief executive of Ann Summers Jacqueline Gold commented: “I am so excited about this campaign and working with ITV2. This is our first ever TV campaign and I am positive that our customers both old and new will be enticed in to store and online to see our fabulous new product as a result. Our customers are some of the most passionate on the High Street and embody everything that Ann Summers stands for. I can’t wait to see them strut their stuff and show us all what sexy really is.”
ITV’s group commercial sales director Simon Daglish said: “We’re really excited about this partnership with Ann Summers which ultimately see them on TV for the very first time. It’s a great example of us being able to work with clients to really bring innovative and entertaining advertising to life which is the best way to drive response and engagement for our customers.”