ITV has launched a chaotic campaign signposting Love Island's triumphant return to the small screen.
The ad begins as presenter Laura Whitmore saunters through the street with a purple hammer, smashing an emergency button that reads: "In case of Love Island, smack on." The spot quickly descends into chaos as attractive twentysomethings receive texts, causing the public to take to the streets in a cavalcade of bean bags and sexual innuendos. "This is not a drill," narrator Iain Stirling warns, before being smacked in the face by a flying peach.
The TV ad launched on Saturday (5 June) alongside digital and outdoor activity. It was created by Heidi Martin and directed by Ehsan and Jake Mavity.
In March, Tinder offered hopeful singletons an opportunity to enter the Love Island villa in a partnership with the dating show.