Ed Sheeran "album release" by Atlantic Records UK and the7stars

Ed Sheeran is promoting his new album by playing one of the songs during an ad break. Atlantic Records UK and the7stars devised two ads, the first of which will air twice on E4 and tells viewers to vote on Twitter for the track they want Sheeran to play. The second ad (lasting more than three minutes) will take over the final break of The Big Bang Theory and show the musician performing the song that gets the most votes. The work was created by Jack Melhuish and directed by Dan Massie through Electric Light Studios.