launches brand campaign, the online retailer, sets out its stall as a brand in a quirky new TV campaign.

The ad, called "choose", was created by WCRS and airs tonight (15 September). It features a series of vignettes where people buy and receive bizarre items as a narrator reads a poem about the brand.

At the end of the spot, the voiceover says, "visit and choose a life less ordinary". It is the first time that has released an above-the-line campaign that was not focused on a particular gift or occasion.

The ad will air at around 9:15pm tonight as a roadblock deal across a host of ITV channels – Channel4, Sky Atlantic, Universal, and Gold. It will also run in cinemas.

The campaign was created by Katy Hopkins and Steve Hawthorne, and directed by Jonathan Herman through Blink.