The spots, broadcast live from the V Festival in Chelmsford, will run across five ad breaks on Friday evening between 8.15pm and midnight. They will be hosted by the comedy act The Cuban Brothers and will take the form of a competition in which viewers can win 40 pairs of weekend tickets to the music festival.
Each ad will feature a different competition and viewers must text their answers to a special number to win. The names of the winners will be announced on the following ad.
The ads have been backed by poster and radio executions running all this week highlighting the time and channel they will be broadcast. There will be three 90-second commercials, one 70-second and a final 20-second ad.
Rainey Kelly Campbell Roalfe/Y&R is handling the creative and Good Stuff the media planning. Media buying is through Manning Gottlieb OMD.