Channel 4 has ordered a new panel-based game and quiz show series focussed on advertising.

Mixing panel show style question-based rounds with challenges including the production of an advert for an imagined product, The Mad Bad Ad Show is described as aiming to "reveal how the advertising world persuades consumers to part with their hard earned cash".

A 45-minute pilot, recorded at the end of May, was hosted by Mark Dolan, with Micky Flanagan and Mark Watson as team captains. Watson and Flanagan will return for the series, but it is not currently clear whether Dolan will continue as host.

Watson, describing the format as "a bit like a mixture of a quiz show and The Apprentice", commented: "I've been filming bits and pieces for it the past couple of days, and I'm optimistic it is going to be entertaining fare. I don't think it will be too much like one of these panel shows where it's all fighty and I get depressed. It's going to be something a bit different. In a good way. Not in the way that show where John Barrowman sings songs to deserving people is 'something a bit different'."

The series is now in production and is expected to begin broadcasting in mid-November in a Sunday evening slot.