Ann Summers first ever cinema advert releases on 10 February 2017


Ann Summers is excited to announce its first ever cinema advertisement, which will be shown at screenings of the hotly anticipated 50 Shades Darker film, the second instalment of the 50 Shades trilogy to be released as a feature film on Friday 10 February 2017.

The advert showcases the brand’s Valentine’s 2017 campaign entitled, ‘love. lust. and everything in-between’, a concept that perfectly encapsulates a brand which designs and sells a wide range of pleasure-giving products, and has done for the last 40 years.

“Our Valentine’s 2017 campaign celebrates our heritage, but also shows that we know just what the customer wants from us. If it’s beautiful lingerie for a romantic encounter, or an erotic piece and accessories for something more daring, we’ve got what you need,” said band director Jane Eskriett.

The advert was created by the in-house team and shot on location in London by Dan Rowley from Rex Features. A bespoke soundtrack was commissioned from Simon Pitt, which adds considerable impact. Edited by Pretzel Films the 30 second advert moves from light to dark as a Dakota-esque model seduces her man.

CEO of Ann Summers, Jacqueline Gold, said: “I’m thrilled that Ann Summers will be launching its first ever cinema advert. Our brand has been empowering couples to take control of their sex lives for forty years. You can find everything you need at Ann Summers to create your own Love or Lust experiences this Valentine’s Day, and beyond.”

The advert is part of a multi-channel campaign including window and in-store graphics in Ann Summers’ 134 stores nationwide, dedicated campaign pages on and a range of blog posts on the Ann Summers blog including product-led stories about jiggle balls and restraints to thought pieces on why vanilla sex is vital and Dom/Sub relationships.

The advert will be shown through the DCM network of cinemas, which gives the brand a 93% match against their store locations. MediaCom, associate director, Pardeep Heer, says: “MediaCom are extremely excited to bring Ann Summers back to mainstream audiences through the release of 50 Shades Darker. We feel this activity is a perfect fit for the brand to highlight the fabulous product range on offer.”