The ad, by Mustoes, beat the Orange Gold Spot featuring Angelica Huston by Mother London and Maxell Tapes' "Break the sound barrier" by Downton Advertising, which took second and third place respectively in an online poll by the cinema sales house Digital Cinema Media.
Voters chose from a shortlist of ten ads which included Guinness "Surfer", Diet Coke "Break" and Carling Black Label’s "Dambusters".
The Agent Provocateur ad, which launched in 2001, was created specifically for cinema but also achieved enormous popularity virally.
Fleur Castell, the marketing and research controller for Digital Cinema Media, said: Cinema is about engaging and entertaining the audience, and this ad pulls off both elements perfectly in a fun and cheeky way.
The final top ten:
1. Agent Provocateur "Proof" (2001)
2. The Orange Gold Spot (2008)
3. Maxell Tapes "Break the sound barrier" (1982)
4. Dunlop Tyres "Tested for the unexpected" (1993)
5. Ford Puma "Bullitt" (1997)
6. Diet Coke "Break" (1994)
7. Bacardi "If" (1991)
8. Guinness "Surfer" (1999)
9. Carling Black Label "Dambusters" (1990)
10. Sony Bravia "Balls" (2005)
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