Ed Sheeran is promoting his new album, X, with an interactive, full-length music TV advert on June 26.
Created by the7stars and Atlantic Records UK, viewers will be able to vote on which song from Sheeran’s new album “x” they want him to perform in its entirety. The track that receives the most votes via Twitter will premiere in the end ad break of The Big Bang Theory on E4.
The first ad will feature Sheeran explaining the idea and social voting mechanism, with the second ad will take over the entire 3 minute 20 second duration of the final ad break.
Jack Melhuish, marketing director for Atlantic Records, commented: “Ed’s new album is a very special record. We wanted to find a way to reflect the strength of the songs in a more intimate and uninterrupted way than a standard TV advert. As well as harness the huge amount of social engagement that Ed is at the centre of to do something original and compelling.”
When the ad is aired, viewers will be able to Shazam the advert to watch another song performance exclusively on the Shazam platform.
Catie Dear, account director at the7stars, said: “We know that Ed really is all about his fans so for us it was crucial to reflect this personal connection with his audience. This is an artist who last week had six singles in the iTunes top 10, but we wanted to create something that whipped up the kind of excitement this artist deserves, but also to turn on its head the idea of TV being purely about mass market broadcast and find a way to use the medium to let Ed really connect with fans in an intimate way.”