The holiday company will run three consecutive 60-second ads on ITV, Channel 4 and Five on Saturday night at 9.50pm. The executions will feature a Mexican wave of thumbs-up and viewers will be asked to follow the wave as it heads from channel to channel. The challenge is for viewers to guess the number of thumbs they see in order to enter the online prize-draw.
It is the first time anything like this has been attempted on TV and prizes range from a two-night four-star city break to Barcelona for two, to a three-course meal for two and a bottle of wine at Brasserie Roux, London, as well as a Silverstone drive experience.
There are also five runner-up prizes to be won including a stay for two people at a range of four-star London hotels.
The ads will be available to view on lastminute.com/make-tv-history and YouTube following their debut on TV. The winners will be announced on 27 March.