Ann Summers will run its first cinema advert campaign to coincide with the release of the second film instalment of the Fifty Shades of Grey trilogy.
The lingerie and sex toy retailer will launch adverts on February 10 at cinemas across the UK in collaboration with Digital Cinema Media, which provide advertising at cinema chains including Odeon and Cineworld.
The advert was created in-house and forms part of the retailer’s latest campaign entitled ‘Love, Lust and Everything In Between’.
Ann Summers will also roll-out shop window and in-store graphics across its 134-strong store estate and launched dedicated product pages and blog posts to coincide with the campaign.
Chief executive Jacqueline Gold said: “I’m thrilled that Ann Summers will be launching its first ever cinema advert.
“Our brand has been empowering couples to take control of their sex lives for forty years. You can find everything you need at Ann Summers to create your own Love or Lust experiences this Valentine’s Day, and beyond.”
Mediacom’s associate director Pardeep Heer added: “MediaCom are extremely excited to bring Ann Summers back to mainstream audiences through the release of Fifty Shades Darker.
“We feel this activity is a perfect fit for the brand to highlight the fabulous product range on offer.”