Ann Summers 'will he or won't he?' by Cowan Group

Ann Summers has released a racy viral ad to coincide with the big screen version of 'Sex and the City', which hits cinemas this week.

In the 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', overseen by Good Stuff. The Cowan Group video was chosen from ideas submitted by 39 other agencies.