Ed Sheeran will star in the world's first interactive full-length music TV advert on Thursday (June 26).

The first advert will air on E4 at 7.58pm - before The Big Bang Theory begins - and feature the singer explaining the concept of the interactive advert.



Fans will then be given the opportunity to vote for which song they'd like Sheeran to perform from his new album x in full at the end of the show.

Viewers will be able to vote for their preferred track through Twitter, with the amount of hashtag mentions monitored in real time during the programme.

When The Big Bang Theory ends at 8:28pm, Sheeran will perform the winning song for the duration of the 3 minute 20 seconds ad break acoustically in a single take in an intimate studio.



Sheeran 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 song] from the new album they want to see most. Their involvement is really important to me."

The advert will also debut on the singer's YouTube channel, with the winning performance uploaded and able to be viewed globally from Friday, June 27.

Viewers will also be able to Shazam Sheeran's interactive advert to watch another performance exclusively on the Shazam platform.

Sheeran's new album x is out now.

Watch the music video for 'Sing' by Ed Sheeran below:

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