Dark Desires Campaign Launch

The temperatures may have dropped outside, but Ann Summers are heating things up with their latest campaign, Dark Desires. Launched online and in their UK retail stores earlier this week, the campaign will promote the brand during the lead up to Valentine’s Day, their busiest time of their retail year.

Coinciding with the much hyped arrival of the 50 Shades of Grey Film, and within an increasingly competitive market, Propaganda empowered the Ann Summers team to release their most erotic campaign to date as part of a longer term strategy to solidify the brand as the leading destination for pleasure.

Created and directed by Propaganda, Dark Desires explores people’s different sexual fantasies – filming, domination, restraints… But unlike 50 Shades of Grey our female heroine is always in control, as we motivate the Ann Summers’ customer to not just read the book; don’t re-enact the film; but live out their own sexual desires in reality.