Advertising: Live Commercials is billing the commercials as the first-ever live TV advertising in Britain and the first-ever live reality TV advertising.

The dating site has bought all the space in the three ad pods of a one-hour episode of "Love Island," which is a reality TV show focused on romance.’s three ads, a one-minute spot and two 40-second spots, will be the only ads to air during the show.

Those working on the campaign believe that in this world of fragmentation and ad skipping, advertisers will have to make their ads increasingly creative to get viewers to watch. Creating ads that function like content, by being entertaining in their own right, is one way. Going live is another.

via PSFK

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