The high street’s leading lingerie retailer, Ann Summers, has teamed up with ITV2 for a nationwide campaign to find the sexiest face in the UK. New lingerie from Ann Summers will be modelled by the winning contestant in a sexy advertising campaign to be launched in 2012.
Entrants will go head-to-head on ITV2 with a series of 10-second teasers in a bid to find the new face of Ann Summers. The last advert, showcasing all the finalists, will be aired during the final episode of the channel’s popular Bafta-winning show The Only Way is Essex in November.
The final episode of the much-loved TV show will feature the advert in its centre break, after which the website www.sexyuncovered.com will allow viewers to vote for the model they want to see back on their screens next year.
The campaign will be in keeping with Ann Summers’ strong customer focus by bringing a dual-branded road-show to the busiest shopping centres across the country in London, Birmingham, Essex and Manchester. As part of the campaign, the naughtiest new lingerie from Ann Summers, is, as ever, sure to excite customers around the country.
Chief Executive of Ann Summers Jacqueline Gold said: “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.”
The partnership signals a step into new territory for the lingerie retailer, but the visually stimulating campaign is set to get the nation excited about the new ranges of lingerie and sextoys from Ann Summers.
ITV’s Group Commercial Sales Director, Simon Daglish said: “We’re really thrilled to be partnering with Ann Summers for this campaign which will 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.”