Ann Summers seeks response with digital ads

There's a certain creative freedom that comes with advertising in an over-18s environment and Ann Summers is using it to its full advantage with a risqué new digital screen campaign.

The ad for the lingerie and adult entertainment retailer will run this month on Avanti Screenmedia sites in 150 bars across the UK, as a precursor to a digital viral campaign.

The creative execution is not particularly graphic, but the sexual allusion would undoubtedly raise eyebrows if the same content ran on terrestrial TV.

It shows a woman flicking a kidney bean around the floor of her flat until the bean suddenly takes off and bounces around the room, accompanied by an appropriately blissful facial expression.

The ad ends with the words "Flick your bean better" and the end tag "Ann Summers: The Bean Flicking Experts".

Avanti has added a text "trigger" at the end of the ad to receive a £5 voucher to encourage direct response