Retail News: Ann Summers to show ad in bars

Ann Summers is to rely on in-bar media to back its latest ad campaign with an execution too risque to appear on terrestrial TV.

The campaign, which broke last Sunday in 150 bars nationwide, will be followed by a viral email sent to the retailer's database.

The ad shows a woman flicking a kidney bean short distances around her flat before it suddenly takes off and bounces around the room. The commercial uses the endline 'Ann Summers. We are the bean-flicking specialists'.

Ann Summers head of marketing Gordon Lee said it was also looking at airing the campaign in cinemas.

The ad will feature a direct-response mechanism, giving a £5 discount voucher to viewers who send a text.

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