The leading lingerie retailer, Ann Summers, is warming up for its first ever TV spot after it announced today that it has formed a new brand partnership with ITV2.

At the heart of the partnership is the search for the sexiest face in the UK, with the entrants vying for a starring role in Ann Summers’ 2012 campaign. The finalists will feature in an advertisement that is due to appear in November during the final episode of The Only Way is Essex, one of ITV2’s most popular Bafta-winning shows. Viewers will then vote at www.sexyuncovered.com for the model who they would like to see steaming up their television sets in the 2012 Ann Summers campaign. Check it out and vote!

Nationwide road shows will take place in the UK’s biggest shopping centers in London, Manchester, Birmingham and Essex as the campaign looks to showcase the new lingerie from Ann Summers, as well as the cheekiest new sex toys from Ann Summers’ ever-growing collection.

In a raunchy revamp of the Ann Summers brand, the campaign will tease ITV2 viewers into voting for the sexiest face amongst the finalists in the advert, which is due to appear in the central break of the final episode of The Only Way is Essex. ITV2 will be broadcasting 10-second teasers in the run up to the event.

Commenting on the new campaign, Chief Executive of Ann Summers, Jacqueline Gold, said: “I am so excited about this campaign and working with ITV2. This is our first ever TV campaign and I am positive that our customers both old and new will be enticed in to store and online to see our fabulous new product as a result. Our customers are some of the most passionate on the high street and embody everything that Ann Summers stands for. I can’t wait to see them strut their stuff and show us all what sexy really is.”

ITV’s Group Commercial Sales Director, Simon Daglish said: “We’re really thrilled to be partnering with for this campaign which will ultimately see them on TV for the very first time. It’s a great example of us being able to work with clients to really bring innovative and entertaining advertising to life which is the best way to drive response and engagement for our customers.”