As ITV celebrates its 60th anniversary with a special live edition of its flagship programme Coronation Street, the milestone is also shared with broadcast advertising.
Commercial television was born in the UK on September 22, 1955, with the first advertisement for Gibbs SR toothpaste being broadcast to 100,000 homes.
The one-minute ad was broadcast at 8.12pm with the tagline "It's tingling fresh" seems primitive by today's standards.
But over the decades, some commercials have become so popular that the jingles and characters are recognised nationwide, from the R Whites Secret Lemonade Drinker to Compare the Meerkat's Orlov.
Thinkbox, the marketing body for commercial TV in the UK, polled both viewers and those in the industry for their favourite commercials.
Viewers polled said their favourite was the Cadbury's Gorilla while the industry opted for the Guiness Surfer.
Here are 10 of the most memorable adverts over the last 60 years: