The Queen's birthday street party break on ITV

To mark the Queen’s birthday, ITV developed and created a groundbreaking feature-length commercial which aired in The Queen’s 90th Birthday Celebration programme, hosted by Ant and Dec. 

Partnering with 11 high profile brands and talent management company James Grant, the ad break takeover was 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 saw Plenty, McCain, Dr Oetker, Hovis, Mr Kipling, Ribena, Interflora, Walkers Crisps, Cadbury’s Milk Tray, Admiral Insurance and Universal Music join forces in a single, extended ad which, along with the rest of the nation, celebrated 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, ITV AdVentures. 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 also features 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 was introduced by a specially made 10 second ad from ITV. 

The show itself delivered to a 6.1 million audience and #QueensBirthdayAdBreak also trended on Twitter on the night immediately after the special, feature length commercial was broadcast.


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 Group Commercial Director at ITV


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

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