The steamy commercial, aired this week, stars ten 'real' women who are competing to become the new face - and body - of the undies store.
Chosen from 4,000 wannabes, the beauties include a yummy mummy, a racing driver and a judo black belt.
They all show off their curves in Ann Summers' skimpiest outfits ? and the public get to vote for their favourite.
TEN beauties strip off for Ann Summers' first ever sizzling TV commercial
The final ten include flame-haired mum Kassidy Strasser, who wowed judges with her sexy confidence.
The 29-year-old from Tyneside works part-time while studying for a diploma and looking after her three-year-old girl.
Blonde racing driver Katie Austin, 22, is bound to get engines revving with her impressive assets.
While Katy Kadoch, also 22, was once a finalist in the Miss Columbia beauty contest.
Another contestant, mum-of-two Mary Kirkham, 35, has a passion for tattoos.
The businesswoman from Clitheroe, Lancs, said: "I am so proud to be representing the mummies who work hard for their children and still keep it real.
"It's really important to keep your own identity and I'm glad the judges loved my tattoos - a representation of who I am and what I love."
Also battling to become the steamy store's new face are Natalie Turner, Sinead Graham, Melanie Do-Nascimento, Lucy Moore, Hayley Simcox and Abbie Raddigan.
Company boss Jacqueline Gold said: "We received an overwhelming response to this campaign and with such a high standard of entries it was so difficult to pick just 10 women.
"I can't wait to see who the public picks, it's going to be a very close race."
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