ITV creates feature length commercial to mark Queen’s 90th birthday

Creativity, Events, Media

To mark the Queen’s birthday, ITV has announced it has developed and created a unique feature-length commercial which will air in The Queen’s 90th Birthday Celebration program, hosted by Ant and Dec.

Partnering with 11 high profile brands, the ad break takeover will be broadcast during ITV’s two and a half hour live show spectacular on Sunday 15th May in the presence of Her Majesty.  The extended commercial will see Plenty, McCain, Dr Oetker, Hovis, Mr Kipling, Ribena, Interflora, Walkers Crisps, Cadbury Milk Tray, Admiral Insurance and Universal Music join forces in a single, extended ad which, along with the rest of the nation, will celebrate this unique event.

Filmed entirely on location on the Coronation Street set, the ad was created by ITV Creative for ITV Commercial’s content creation arm. The same collaborative team was responsible for originating last year’s D&AD award-winning Knitted Ad Break takeover during Text Santa.


The two and a half minute commercial is street-party themed and will also feature a number of familiar ITV faces including Paddy McGuinness, Fearne Cotton and Stephen Mulhern, a musical number and a spectacular, specially commissioned set-piece finale.  To set the context for viewers, it will be introduced by a specially made 10 second ad from ITV.

This is a hugely complex, ambitious project providing a great way for our commercial partners to come together to mark the Queen’s 90th birthday. It’s another example of the real opportunities for advertisers to work with ITV to create stand out creative and impact for their brands.  We continue to innovate in our airtime and are delighted to have delivered a true media first to mark this amazing occasion.  This is a brilliant demonstration of what our ITV AdVentures proposition can deliver for brand partners.

Simon Daglish

ITV Commercial’s Deputy Managing Director

Generating creative solutions for 11 distinct brands into a single commercial with one narrative was a huge creative and account management challenge.  We are delighted with the results which show what’s possible when ITV marries its creative capability with its commercial expertise.

Victoria Findlay,

Head of Campaign Management, ITV Creative


Ant and Dec will host The Queen’s 90th Birthday Celebration, which will be broadcast live on ITV on May 15th.  This National Celebratory Event will take place in the presence of Her Majesty The Queen and will be hosted by Royal Windsor Horse Show in the private grounds of Windsor Castle. The event will see the best of British talent join more than 900 horses and 1500 participants for what promises to be a spectacular evening.

The Celebration will tell the story of The Queen’s remarkable life from her birth in 1926, through World War Two, to her Coronation in 1953 and a reign spanning more than 60 years.

Some of the biggest stars from the world of entertainment will take to the stage whilst performers in the arena will include The Oman Royal Cavalry, Chilean Huasos, The New Zealand Army Band, The Royal Canadian Mounted Police, Azerbaijan Cossack Riders, State Carriages from The Royal Mews, The South Australian Police Band, The King’s Troop Royal Horse Artillery, The Fijian Army Dancers and Band, 100 Military and Commonwealth Pipers and The Household Cavalry Mounted Regiment.

ITV Commercial, ITV AdVentures and ITV Creative Credits: 

  • Simon Daglish – Deputy Managing Director/ITV Commercial
  • Kim Gilroy – Creative Partnership Manager/ITV Commercial
  • Gary Knight – Commercial Content Direct/ITV Adventures
  • Katherine Marlow – Senior Creative Manager/ITV Adventures
  • Tony Pipes – Executive Creative Director/ITV Creative
  • Jon Yeo – Director/ITV Creative
  • Louise Jones – Producer/ITV Creative
  • Victoria Findlay – Head of Campaign Management/ITV Creative