Lastminute.com is justifiably excited about its TV advertising coup - a three-minute, three-part ad that starts on ITV1, continues immediately on C4, then finishes on Five. Preview:
Getting buy-in from the channels and securing the timing will have been very challenging indeed.
Update: Though Travolution observes that lastminute's new MD is Simon Thompson, an experienced marketer formerly at Honda. That might make it a *little* easier.
But whatever the ad's innovations, they're playing out in Old Media territory, and the press release leaves out a crucial element: what do the three channels have on at the time?
Here's the full picture in the Radio Times.
There are two big films there, which bodes fairly well - though you risk losing the considerable audience that will get caught up in Shawshank and forget about the ads. (Or be running out for a completely free mid-film pee.)
The two BBC channels have The Old Guys, QI and a Maggie Thatcher drama to tempt audiences away, which isn't a major threat.
Let's not mention the seven squillion digital stations with four viewers each.
More pressing is the 'lipstick on a pig' matter. How much engagement can one-way TV advertising really deliver?
Hitting 'channel up' isn't exactly littlebigplanet - in fact modern warhorses like Big Brother and X Factor deliver more interactivity.
Still: the press release promises a large-scale experience marketing play too, which will presumably take the 'thumbs up' idea - which is brilliantly simple and positive, by the way, and perfect for right now - out into public.
The viral preview also bodes well. It's full of energy, and if that carries over to the core creative Saturday night audiences will eat it up.