Guinness is taking over all three ad breaks within The Jonathan Ross Show on October 26 in what marks a landmark deal for ITV.
It is the first time a brand has taken on this level of advertising for a primetime ITV show, and Guinness will use it to explore the subject of male bonding.
Ross will be joined in the ad slots by bestselling author and broadcaster Danny Wallace and Oxford University Professor Robin Dunbar to discuss their research paper and experiments on the topic of male friendship.
Stephen O’Kelly, Guiness marketing director for western Europe, said: “When guys get together physically with their mates and more frequently, their friendships become stronger, better and a richer life results.
“Professor Robin Dunbar’s research and Danny’s social experiment validate this and we are proudly showcasing his work through this extraordinary partnership.”
This is all part of a broader campaign aiming to drive viewers to the brand’s YouTube page to view Wallace’s experiment.