The ad, created by Karmarama, features famous faces including Jonathan Ross, Ant & Dec, Jamie Cullum, Ashley & Peri from Diversity, Jamie Redknapp, Lawrence Dallaglio, Jodie Kidd, Iain Lee, Sarah-Jane Crawford and the original games master Patrick Moore.

Real Super Mario fans aren also shown, talking direct to camera about their favourite Super Mario memories and what he has meant to them in their lives.

The ad aims to celebrate the quarter of a century since the original Super Mario Bros was released for the Nintendo Entertainment System (NES). Mario has since become one of the most globally recognised characters in the world of entertainment, with more than 240 million units sold globally.

The advert will be screened for the first time today at 8:45pm, during Coronation Street on ITV.

This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.