Is M&S Following Ann Summer's Marketing Strategy A Perfect Fit?

Cheeky sexy images are a key part of Ann Summer's marketing strategy but is it really the right idea for good ol' Marks & Spencer to try the same thing?  Maybe it's just me, but I'm not entirely comfortable with the word play in this advert, shown both in-store and online:

That said, they do have a long way to go before they hit the "heights" of Ann Summer's.  Take a look at their 'red hot sale' advert on the main shopping street in Edinburgh a couple of years ago and tell me if that is too far...  I assume that the official line is that it is a match bursting into flames.