Life is foreplay

Today, JOAN launches “Life is foreplay,” its debut work for Ann Summers. Since the 1970s, the first-of-its-kind retailer company specializing in pleasure has been the first to say “sex is for you too.”

Now, taking an unexpected creative approach, the new campaign shifts the narrative around the meaning of pleasure in 2025. Freed from models and prescriptive definitions of what’s sexy, “Life is foreplay” prompts people to imagine themselves in moments of pleasure. It celebrates imagination and everyday moments of pleasure through tactile, suggestive visuals – from lace underwear dangling on a chandelier to a butt and hand print on a sofa.

“At Ann Summers, we believe there is power in pleasure,” says Maria Hollins, CEO of Ann Summers. “With our new ‘Life is foreplay’ campaign, we’re inviting people to rethink foreplay – not just as a physical prelude to sex, but as a vital part of emotional and intimate connection. From playful moments to meaningful gestures, foreplay is where imagination meets sensation. We want to break down outdated taboos, spark honest conversations, and empower people to explore new ways of connecting. Because foreplay isn’t a nice-to-have – it’s essential. And when people feel confident and curious, their sex lives become more satisfying, more joyful, and more fun.”

The work marks a bold new creative direction for Ann Summers: playful, provocative, and cheeky. It goes live today across OOH, in stores, and across the Ann Summers ecosystem. You can check out the work here.

JOAN created the work out of its London office in partnership with Parkview Productions, a female-founded production company that produced the images with photographer Zoe McConnell, and CrossMedia for media planning and buying.

“Ann Summers has always been a cultural provocateur – bringing sex to the high street to boldly say, ‘sex is for women too’,” says Kirsty Hathaway, Executive Creative Director at JOAN London. “But as the cultural conversation around sex and pleasure has shifted, so too has Ann Summers’ ambition. Now, it’s modernising its role to become the cultural authority on female pleasure, all with a wry smile and the wit embedded in the brand's DNA. In doing so, Ann Summers is igniting a conversation that matters far beyond the bedroom.”

This campaign marks the first work and creative platform for Ann Summers created by JOAN, which recently won the brand’s account following a competitive pitch.