UNITED KINGDOM — Thursday may not officially be Thanksgiving in the United Kingdom, its less prudish citizens will have something new to be thankful for — although they’ll need to stay up late to know it.The country’s very first televised sex toy ads are set to airing on Channel 4 and 5 at 11:00 pm and mega condom manufacturer Durex is to thank.

The company, which occupies 30-percent of the condom market and has expanded into the world of lubricants and vibrators, hopes that the world’s first-ever televised sex toy commercial will not only appeal to the audience’s sexy side, but also it’s humorously romantic side.

According to pre-airing scuttlebutt, the commercial opens with an opposite sex couple enjoying dinner together. The man hands the woman a small box, presumably containing an engagement ring. When she opens it, and proclaims, “I do!” the world learns that she has been gifted with a Durex vibrating penis ring.

Ain’t love grand?