ITV plots ad takeover for Queen at 90 show

ITV: royal-themed ad break
ITV: royal-themed ad break

ITV is to air a royal-themed ad break to celebrate the Queen's 90th birthday, with 11 brands taking part in "a unique, extended" commercial that will last two-and-a-half minutes.

The ad takeover will air on 15 May during ITV’s live broadcast of The Queen’s 90th Birthday Celebration, hosted by Ant & Dec from Windsor Castle.

Plenty, McCain, Dr Oetker, Hovis, Mr Kipling, Ribena, Interflora, Walkers, Cadbury Milk Tray, Admiral and Universal Music feature in the break, which has a "street party" theme and has been filmed on the set of Coronation Street.

Simon Daglish, the deputy managing director of ITV Commercial, described the ad break as "a media first" and said it showed how the broadcaster was continuing to "innovate in our airtime".

The same team from ITV Creative worked on last year’s "knitted ad break", when six ads were remade for ITV’s Text Santa show.

Victoria Findlay, the head of campaign management at ITV Creative, said it had been "a huge creative and account management challenge" to persuade 11 brands to be part of a single ad.

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