The Ann Summers model search has kicked off a series of road shows today at Westfield London shopping centre.
Janis Furneaux, stylist to musicians including Muse, N-Dubz and X Factor’s Tulisa, will be running expert styling sessions at the mall from 10am to 19.30.
The event is part of a bespoke campaign, which sees Ann Summers and ITV2 partnering campaign to deliver Ann Summers its first ever TV spot.
In its search for the sexiest face, Ann Summers will be hosting dual-branded roadshows with ITV2 at key regional shopping malls in Newcastle, London, Manchester and Essex.
Twenty women will be plucked from thousands and taken through the rigorous process of ‘strutting’, ‘pouting’ and ‘looking reem’.
They will then be filmed for the advert which will air in the final episode of ITV2’s Bafta award winning show The Only Way is Essex. The two minute advert will showcase all the finalists, who will then be voted for by the people, with the winner appearing in an Ann Summers campaign in 2012.
Leading up to the big event, a 10 second teaser spots will run exclusively across ITV2 to build anticipation and encouraging audiences to watch the reveal in the centre break of the Essex finale.
Chief Executive of Ann Summers Jacqueline Gold comments: “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 added: “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.”