Ann Summers in risque viral drive

by Staff Marketing 29-Mar-06

LONDON - Ann Summers is reviving its controversial 'Ride a cock hoarse' advertising in a viral campaign that will coincide with the Grand National.

When the retailer first used the ad, which features a scantily-clad woman astride a horse, for a store opening in Oxfordshire, in 2004, it was censured by the Advertising Standards Authority.

Its in-house creative team has now adapted the poster execution into a viral ad, which it will send to its customer database before the start of the race on 8 April.

Ann Summers brand ambassador Nancy Sorrell, star of 'I'm A Celebrity, Get Me Out Of Here' and wife of comedian Vic Reeves, will feature in the execution, which uses innuendo that plays on racing terminology to promote its range.

Products promoted in the campaign will include DVDs, clothing and its Rampant Rabbit vibrator.

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