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Liverpool Echo
Liverpool Echo
Entertainment
Ryan Paton

ITV Loose Women viewers plead 'what is going on' as 'row breaks out' in advert break

Loose Women were baffled as a "row broke out" during the advert break.

Monday's show was fronted by Ruth Langsford, who anchored a discussion between panelists Brenda Edwards, Janet Street Porter and Judi Love. They interviewed I'm A Celebrity star, Phil Tufnell, and tackled subjects such as whether we should ditch abbreviations in a jam-packed episode.

However, fans were surprised when the first advert break was taken over by a Walkers crisps promotional campaign. Walkers have partnered with ITV for an advert that asks the question of whether you are "crispIN or crispOUT" when it comes to sandwiches.

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ITV described the advert as a media first as it was integrated in with the show. Judi said crisps should definitely go IN a sandwich, Janet argued that crisps most definitely belong on the side, voting OUT.

Bhavit Chandrani, ITV Director Digital and Creative Partnerships, said: “There’s nowhere that debates topics quite like Loose Women and this partnership with Walkers shows exactly that - as the panel decide if they’re CrispsIN or CrispsOUT! This innovative campaign is a great example of the kind of creative seamless integration that ITV can bring to brands with our most well-known shows.”

The advert was identified with a sign in the top right corner of the screen, but fans following the show on Twitter were confused by the change.

Paul said: "What is this walkers ad?"

Tom added: "This ad is horrendous"

Rebecca posted: "Good grief what on earth am I watching"

Deb tweeted: "Ok, this is weird"

GP commented: "My god, what is going on at ITV today?!"

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