The Co-op has become the latest brand to choose the advertising equivalent of the high-wire act - the live ad.
The Manchester-based retailer's first ever live advert aired during Friday's Coronation Street, with Dermot O’Leary and TV chef and rapper Big Zuu fronting a one-minute piece directly from a community centre in Feltham.
The aim was simple - to highlight the Co-op's support for community fridges, which are increasingly a source of fresh food and a means of reducing wastage.
But by pursuing such a high-risk creative strategy, the Co-op - supported by its agency, Lucky Generals - will have hoped to have achieved standout in what is a crowded Christmas campaign market.
Did they succeed? Certainly, a West London community centre is as far removed from the sparkle and escapism you usually associate with a big-name brand at Christmas, but then this is the kind of thing the Co-op specialises in.
The success or otherwise will be appraised when this Christmas period is complete.
But for now, let's look at four other bold live ads.
Brand: Virgin Holidays
Agency: AMV BBDO
Campaign: Seize The Holiday
The biggest brand refresh in Virgin Holidays' 31-year history, this live ad called on 90 production crew to show people around the world on holiday - live. It launched during the high-profile The X Factor ad spot and was, said VP of Customer and Marketing Claire Cronin, the "single biggest and most ambitious brand exercise we have ever undertaken".
Brand: First Choice
Campaign: Life’s too short to say no
"Life's too short to say no" was certainly tested to its limits in this brilliantly executed live marriage proprosal, part of a live ad by First Choice back in 2016. Broadcast during an episode of Coronation Street, the 60-second ad went out live on Leap Day February 29th - the day when, traditionally, the expectation that men propose to women is flipped.
Fronted by Laura Whitmore, the ad was introduced by a 10-second "proud to present" bumper from ITV.
Agency: Created by Channel 4's in-house creative team 4creative, with support from Wieden & Kennedy
Campaign: Difficult Is Worth Doing
This extraordinary ad, one of the first of its kind, was a huge technical achievement. Featuring no fewer than 45 skydivers throwing shapes reflecting the new Honda Accord over the Mojave desert, it was rightly described by Channel 4 as an ad that "broke the boundaries of the perceived confines of TV advertising".
A total of three minutes and 20 seconds in length, the ad drew an average of 2.2million viewers and grew its audience by 8% during the length of its transmission.
Brand: Cancer Research
Campaign: Live from the Inside
A live colonoscopy is no-one's idea of tea-time viewing but this 90-second live ad, Live from the Inside, required months of planning. Filmed at Cardiff and Vale University hospital and led by Dr Sunil Dolwani, the ad was a world first that succintly, and mesmerisingly, communicated the importance of treating a pre-cancerous polyp.