Last night, Ann Summers unveiled its ‘Christmas For Grown Ups’ advert on ITV2, featuring the brand’s AW12 collection Helena.
The Ann Summers advert aired during the first ad break of reality TV show The Only Way Is Essex.
The advert begins by showing ‘traditional’ Christmas images, cutting to flickers of underwear to promote the fact that Christmas is ‘for grown ups’ as well.
The Christmas For Grown Ups advert will be aired across two time slots – with a 20 second ad post 9pm, and a slightly-more-racy 30 second version after 11pm.
During the later version, viewers will be invited to see an ‘uncut version of the advert’ on the Ann Summers website.
Over the course of the next week, the 30 second ad will be shown on channels such as E4, ITV2, Film4 and 4Music.