Ann Summers to screen 50 Shades-inspired advert in UK cinemas

Ann Summers’ first-ever cinema advert will be shown at screenings at the of the hotly anticipated Fifty Shades Darker film, the second instalment of the Fifty Shades trilogy, to released on February 10.

The advert will showcase the brand’s Valentine’s 2017 campaign entitled, ‘love. lust. and everything in-between’.

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It is part of a multi-channel campaign including window and in-store graphics in Ann Summer’s 134 stores nationwide, dedicated campaign pages on and a range of blog posts.

“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 Brand Director Jane Eskriett.

Ann Summers Love Lust 2

Edited by Pretzel Films, the 30 second advert moves from light to dark as a Dakota-esque model seduces her man.

Ann Summers CEO Jacqueline Gold commented: “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.”



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