A HIGH street shop has risked controversy by using a risqué image as the centrepiece of its new sales campaign.

The Ann Summers branch in St Ann's Shopping Centre has erected a large sign in the window where the letter L in the word sale bulges at the top as it meets a pair of female lips.

The sign, which fills the shop window and is accompanied by scantily-clad female mannequins and below the word "get excited", has been put up for the January sales as the company tries to boost its sales of lingerie and erotic novelties.

The risqué sign prompted one father, Kevin Gooch, to email the Harrow Times office to express his outrage.

He had been shopping with his young son in The Harlequin shopping centre in Watford when he saw the sign, which is in Ann Summers stores up and down the country.

He said: “I was surprised and somewhat shocked to see Ann Summers displaying a pair of open lips with a five foot erect penis just about to enter into them.

“I feel this sends out a very strong message. I do not want my young children to be subjected to this kind of subliminal messaging when going shopping.”

What do you think of Ann Summers' new sign? Leave your comments below.