Ed Sheeran will launch the first interactive full-length music TV advert on Thursday (26.06.14).

The 'Sing' hitmaker, whose second album 'x' is currently number one on the iTunes chart in 65 countries after being released yesterday (23.06.14), will feature in the advert which will allow viewers to vote on which song from his new record he will perform in its entirety.

Ed said: ''For me, this is a really cool way to show songs from the album that fans will have never seen performed in this way before.
''It gives my fans the chance to decide which songs from the new album they want to see most, their involvement is really important to me.''

The track which receives the most votes via Twitter will premiere in the final advert break of 'The Big Bang Theory' on E4, with the first section of the innovative two-part promo airing prior to the start of the show, featuring Ed explaining the idea and social voting mechanism.

During the programme, the amount of hashtag mentions across Twitter will be monitored in real time to determine which track Ed will perform.
Jack Melhuish, Marketing Director for Atlantic Records, said: ''Ed's new album is a very special record. We wanted to find a way to reflect the strength of the songs in a more uninterrupted way than a standard TV ad.

''As well as harness the huge amount of social engagement that Ed is at the centre of to do something original and compelling ''

The advert will also debut on Ed's YouTube channel youtube.com/edsheeran, with the winning performance uploaded for his global audience to view the day after it has aired on TV.
Ed will also take to the stage at Glastonbury festival this week at Worthy Farm in Somerset.