Ann Summers Hijacks Chinese New Year

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Ann Summers celebrates the Chinese Year of the Rabbit on Google by advertising their Rampant Rabbit sex toys.

Ann Summers has a colourful history when it comes to PPC campaigns. Their relationship with digital marketing agency iCrossing led to some pretty controversial advertising activity around the recession ("there's no recession in pleasure"), the general election ("we believe in a well hung parliament") and even the British Airways strikes ("The planes may be grounded, but you can still join the mile high club!"). It's safe to say that Ann Summers has gone after some relatively unsuspecting targets.

But their latest PPC campaign is likely to be their most volatile yet, not just going after one unsuspecting target, but going after one point three BILLION unsuspecting targets: the Chinese. Ann Summers have hijacked the Chinese New Year with a PPC campaign that's guaranteed to raise some eyebrows, raise some hackles and raise some hell.

2011 is, as many know, the Year of the Rabbit, and if Ann Summers weren't grinning and wringing their hands with wide-eyed anticipation, they should be. The entire year has been handed to them on a silicone platter, since they hold the monopoly on Rampant Rabbits, a wildly popular type of sex toy (there are allegedly more Rampant Rabbits sold in the UK each year than there are dishwashers).

Typing "Year of the Rabbit" into Google around the Chinese New Year (early February) produced the following ad:

Year of Rampant Rabbit ™
Celebrate Chinese New Year with 10%
off Rampant Rabbits at Ann Summers!

Not only have Ann Summers hijacked the ancient concept of the Year of the Rabbit, they're using it to push a 10% discount out and turn a tidy profit from this arbitrary astrological event. It's the kind of reckless irresponsibility that Ann Summers has become known for, and it's a refreshing break from the normal, derivative ads that Google tends to show.

Ann Summers employees must be looking forward to 2018: Year of the Cock.


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Michael Taylor

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