First Choice Screens Live Marriage Proposal Ad

He said Yes!

In an advertising first, First Choice ran an ad on Monday night featuring a woman taking a leap of faith and asking her partner to marry her leap year style...completely LIVE.

True to leap year tradition where on the 29th February women are the ones to get down on one knee to propose, the ad featured a very unsuspecting man being ambushed by I’m a Celebrity Get Me Out Of Here…Now! host Laura Whitmore and a camera, whilst his partner promptly popped the question.

Staying true to the theme of First Choice’s new brand tagline, “Life is too short to say no”, the 60” ad aired in the nation’s most loved soap, Coronation Street in a Proud to Present partnership which includes a bespoke voiced over ITV ident.

The ad was supported online with teaser ads featuring Laura Whitmore and you can find additional content on the First Choice site including three other marriage proposals here.

Jeremy Ellis, marketing director at First Choice and Thomson said: "This is a really exciting activation for us, and it’s totally different to anything we’ve done before. For us, in today’s environment, it’s about so much more than focusing on sales, it’s about producing engaging content, telling great stories and trying to reach new and core audiences in a different way."

The content is developed by ITN Productions in collaboration with First Choice’s in-house integrated marketing teams, while MediaCom was responsible for brokering the deal between ITV and First Choice.

Watch the Live ad here