Lingerie specialist Ann Summers is to launch its first television campaign teaming with reality programme The Only Way Is Essex (TOWIE).
The campaign will search for “the sexiest face in the UK” and the final 12 competition entrants will feature in a two minute ad during the final episode of the hit reality show in November according to Brand Republic.
The retailer believes its brand and The Only Way Is Essex have similar demographics and hopes the ad will encourage viewers to reappraise the company following its recent rebrand.
The twelve finalists will be shot in a Rihanna-style music video and viewers can vote for their favourite via Ann Summers’ Sexy Uncovered website.
Visitors will be also able to click through from the website to purchase Ann Summers products.
The eventual winner will appear in the retailer’s 2012 campaign.