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Ann Summers has launched its first-ever TV ad with a two-minute "superspot" and social media event.

The ad will air on ITV2 during the finale of the series The Only Way Is Essex as the centrepiece of the retailer's new "sexy uncovered" campaign, which was conceived and negotiated by the media agency Goodstuff.

The ad features a catwalk of the ten finalists of Ann Summers' nationwide search for a model to front its 2012 campaign.

The finalists were selected by Ann Summers' expert panel and viewers are encouraged to vote for the winner via Ann Summers' website and social media channels.

The campaign will run throughout November and December on TV, online and in store.