Lastminute.com will this weekend run three ads consecutively on ITV, Channel 4 and Five in what it is calling a "Mexican wave" of advertising.
The first of the 60-second installments will break on ITV at 9.50pm on Saturday (28 February) before segueing into the next, which breaks immediately after on Channel 4 and then the third, on Five.
The three-minute film, by Karmarama, sees people in various locations across the world performing a Mexican wave using the "thumbs up" sign.
The first two spots end with a three-second countdown to the next ad, while the final spot bears the new brand strapline: "Do more good stuff."
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