Michael Buble had one. The Gorillaz had one.

It’s called the O2 walk ad, and it ends with a voiceover (by Sean bean in this case) that explains that O2 Priority customers can book tickets 48 hours before the general public.

As an aside, Beyonce’s O2 Priority ad was spectacular. That girl walks to a different drum.

The Ed Sheeran Priority campaign launched on November 17 with digital, online, and social media elements. The 60 second TV ad will air from 21 November.

A specially recorded version of the song, Don’t, also features in the ad and will not be available anywhere else.

Grand Central’s Ben Leeves created the sound design for the film. This is the story of moving the end of what’s possible.

“VCCP producer, Ed Mueller, first mentioned this to me less than a fortnight ago. It was an incredibly quick turnaround from from shoot to on-air. The creative tells the story of Ed Sheeran’s meteoric rise to success, from his bedroom to Wembley Stadium, where he will be finishing up his X tour next June. In 60 seconds. In one take!

“The sound plan was to use Ed Sheeran’s way of looping and, throughout the loops, build to create the final, full track. During a long meeting with director Mark Jenkinson (Rogue Films) we worked out the exact length the loop should be, and roughly how it would build. We were given access to the original live loop stems from Ed Sheeran. From these I created a much tighter edit, which was used on the shoot as playback for Ed to perform to.

“Luckily, in the four days between the shoot and final mix, Ed was able to get into a studio in Copenhagen and re-record the music track, matching the way we had edited it, but with a much more polished performance. These new stems were then added to the sound design, which involves moving from room to room, with panning and fades, to create the feeling of a constantly changing soundscape.

“The whole team is to be congratulated for pulling this off, while, from my perspective, it was a real thrill to be involved in such a sound-oriented project from start to finish.”

In conjunction with the ad, O2 is giving fans the opportunity to access exclusive content and win VIP tickets through an online digital walkthrough. By unlocking the doors to the various key venues in Sheeran’s life, the background to the story will be revealed, offering fans exclusive insight into his history. This includes interviews with Sheeran in each part of the set and exclusive images.