Ann Summers takes Sex and the City route with racy viral

LONDON - Ann Summers is attempting to piggyback on the interest surrounding the 'Sex and the City' film, with a racy viral campaign based on the question 'will he or won't he?'.

The question refers to the central premise of 'Sex and the City', where fans of the show will find out if Sarah Jessica Parker's character Carrie Bradshaw finally weds Big, played by Chris Noth.

In the Ann Summers viral, a woman lounges on a bed in various styles of lingerie sold by the retailer. Each time she appears to be optimistically waiting for her boyfriend to pop the big question, but each time she is disappointed.

On one visit he is carrying diamond cufflinks, on another flowers for his mother.

Finally, she produces a large pink vibrator and the words "why not take him up the aisle" appear on screen.

It was created by the Cowan Group, which submitted the idea via the 'Viral Academy', which is overseen by Good Stuff. The Cowan Group video was chosen from ideas submitted by 39 other agencies.

Darren Shea, creative director for Cowan, said: "We've taken the 'will they, won't they' premise of the film and added a bit more Ann Summers sexiness to it. Mr. Big will make an appearance, but not how you may think."

The viral video will be exclusive to for two days this week, before hitting the Ann Summers website.

You can watch the Ann Summers viral on Brand Republic.