Ann Summers pushes peak pleasure in Joan London ads

Ann Summers is aiming to reclaim its position as the UK’s leading authority on female pleasure with the first campaign by recently appointed agency, Joan London, which gets straight down to business under the new strapline “Life is foreplay”.

Designed to define pleasure as “playful, suggestive and for you” championing that women deserve peak pleasure too, “Life is foreplay” aims to shift the narrative to say that sexual pleasure does not just happen when a woman is desired, but when she connects to herself. Leaving the rest to the imagination.

While Ann Summers already has high consumer awareness, the new platform is part of a strategy to modernise its cultural relevance and consumer consideration among both nostalgic older customers and potential new Gen Z audiences.

The creative takes an unexpected approach. There are no models, no overt perceptive depiction of what is sexy; it is up to the audience to imagine themselves there. The campaign celebrates imagination and everyday moments of pleasure through tactile, suggestive visuals, such as a simple pair of lacy knickers dangling from a chandelier, or a bum and hand print on a sofa.

This is a new creative direction is designed to be playful, provocative, and cheeky with a small ‘c’.

Despite culture feeling more sex positive than ever, new YouGov research commissioned by Joan London shows women are still starved of sexual satisfaction. Over a third of British women struggle to reach peak pleasure, and half of British women say their daily mood is directly affected by their sexual experiences.

Having identified a real need for putting female pleasure first, the campaign is aimed at 25- to 35-year-old women (with a secondary target audience of 35- to 45-year-old women).

Ann Summers chief executive Maria Hollins said: “At Ann Summers, we believe there is power in pleasure. 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 We want to break down outdated taboos, spark honest conversations, and empower people to explore new ways of connecting.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.”

Joan London executive creative director Kirsty Hathaway added: “Ann Summers has always been a cultural provocateur – bringing sex to the high street to boldly say, ‘sex is for women too’. 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.”

The campaign will run on OOH sites, in stores, and across the Ann Summers ecosystem.