Al Murray to take over ITV adverts
ITV are promising "great sketches and live entertainment" as a selection of comedians take over an Emmerdale advert break.
Set to be broadcast during an episode of the channel's long-running soap opera, stars including Al Murray will appear in what is described as a show "condensing the TV format into a bite-size event brimming with great sketches and live entertainment".
Murray is likely to appear in the guise of his long-lasting creation, the un-named Pub Landlord character.
Appearing alongside the comic will be Simon Brodkin - aka Lee Nelson - with whom he has worked in the past, including on 2009 sketch show Al Murray's Multiple Personality Disorder.
They will also be joined by stand-up comedian Andi Osho and "many more" as-yet unannounced names.
The product, format or show that the comedians will be advertising has not yet been revealed.
The advert is set to be filmed in front of a studio audience on Friday 1st August from 4:45pm at Wembley's Fountain Studios. Free tickets to watch it being recorded are currently available.