Cheeky sexy images are a key part of Ann Summer's marketing strategy but is it really the right idea for good ol' Marks & Spencer to try the same thing? Maybe it's just me, but I'm not entirely comfortable with the word play in this advert, shown both in-store and online:
That said, they do have a long way to go before they hit the "heights" of Ann Summer's. Take a look at their 'red hot sale' advert on the main shopping street in Edinburgh a couple of years ago and tell me if that is too far... I assume that the official line is that it is a match bursting into flames.