Adrian J Cotterill, Editor-in-Chief
This week JOAN, an independent creative company, launched ‘Life is foreplay’ its debut work for ‘sex is for you too’ retailer Ann Summers. The campaign is already live across a number of OOH formats, in stores as well as across the Ann Summers ecosystem.
“At Ann Summers, we believe there is power in pleasure,” says Maria Hollins, CEO of Ann Summers. “With our new ‘Life is foreplay’ campaign, we’re inviting people to rethink foreplay – not just as a physical prelude to sex, but as a vital part of emotional and intimate connection. From playful moments to meaningful gestures, foreplay is where imagination meets sensation. We want to break down outdated taboos, spark honest conversations, and empower people to explore new ways of connecting. Because foreplay isn’t a nice-to-have – it’s essential. And when people feel confident and curious, their sex lives become more satisfying, more joyful, and more fun.”
The work marks a bold new creative direction for Ann Summers: playful, provocative, and cheeky. JOAN created the work out of its London office in partnership with Parkview Productions, a female-founded production company that produced the images with photographer Zoe McConnell, and CrossMedia for media planning and buying.
“Ann Summers has always been a cultural provocateur – bringing sex to the high street to boldly say, ‘sex is for women too’,” says Kirsty Hathaway, Executive Creative Director at JOAN London. “But as the cultural conversation around sex and pleasure has shifted, so too has Ann Summers’ ambition. Now, it’s modernising its role to become the cultural authority on female pleasure, all with a wry smile and the wit embedded in the brand’s DNA. In doing so, Ann Summers is igniting a conversation that matters far beyond the bedroom.”
This campaign marks the first work and creative platform for Ann Summers created by JOAN, which recently won the brand’s account following a competitive pitch.
TEAM CREDITS
Agency: JOAN London
Brand: Ann Summers
CEO: Maria Hollins
Photographer: Zoe McConnell
Creative Director: Jo Ridley
Designer: Veronica Law
Artworker: Ewan Jones
Project Manager/ Producer: Rianna Joseph
Business Director: Nikki Melville
Executive Creative Director: Kirsty Hathaway
Strategist: Izzy Whiteley
Strategy Director: Flora Joll
Executive Producer: Rachel Dyson – Park View Creative
Producer: Madeleine Valder – Park View Creative
Lighting Tech: Carissa Harrod
Digi Op: Nick Graham
Set Designer: Nicholas Rogers
Retoucher: Sipke Visser
VFX: Garth Lee Vickers
Exposure (media channels): CrossMedia
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