We talked about C4's Hidden Talent the other week, but who saw last night's show?
It was interesting not only because of the content, but also because of what was on air during the ad breaks.
During one ad break we saw a spot from Amex, the show's AFP sponsor, which is to be expected. But we also enjoyed two other new ads from brands who've embraced entertainment collaborations and branded entertainment as part of their communications strategy.
Smirnoff's latest ad promotes their collaboration with Madonna, featuring a limited edition bottle and the chance to win VIP tickets to one of her gigs.
And, as part of their Experimenters Wanted campaign, we also saw the latest from cider brand Bulmers' collaboration with music talent Plan B, the ad inviting viewers to enjoy his full performance via their website.
All in all, a great night for branded entertainment and entertainment partnerships in general.