Viewers watching tonight’s Coronation Street will be in for a bit of a surprise as Virgin Media plans to ‘delete’ the show in order to showcase its TiVo service.
The soap’s opening credits will start as normal before the picture disappears and a voiceover says that the show has been accidentally deleted.
Before mass panic ensues, TiVo will swoop in with its undelete feature with the voiceover then announcing that Virgin has ‘undeleted’ Coronation Street and everyone can still catch up with the latest trials and tribulations of its much loved characters.
The ‘takeover’ campaign which was created by BBH sees some of the UK’s favourite shows disappear before viewers eyes, only for TiVo to miraculously come to the rescue moments later.
ITV’s Dancing on Ice and Channel 4’s One Born Every Minute will also be ‘accidentally deleted’ as part of the initiative.
"Our customers love how TiVo helps them watch their favourite telly and our incredible service has a whole host of impressive features that mean you never have to miss a moment - even if you accidentally delete it, TiVo can bring it back in a jiffy," said Richard Larcombe, the director of advertising and sponsorship at Virgin Media.
"This innovative campaign brings home the message that TiVo gives you amazing control over your TV and I'm delighted to launch another groundbreaking takeover from Virgin Media that will capture the imagination of viewers."
Media planning was handled by Fifty6.