On Wednesday afternoon (January 28), camera crews were seen on the King’s Esplanade in Hove, near Marrocco’s ice cream parlour.
A number of trailers and filming vehicles were also seen parked along the front, near the beach.
The visit caused quite a stir, with one lucky walker managing to capture the scene in a video later shared on TikTok.
@itsjessglynn Anyone know what they are filming on Hove Beach? 👀 🎥 #brighton #brightonandhove #hove #filming #paparazzi ♬ original sound – Jess Glynn
Jess Glynn shared the video in which she asked whether anyone knew what was being filmed.
In the video she said: “Does anybody have any idea what’s being recorded on Hove beach right now? I’m down here, there’s so many people all getting ready to shot. They have drones, cameras, all sorts of stuff.”
Davina McCall was seen filming on the balcony of an apartment in Hove (Image: Ian West/PA Wire)
Later in the video, Jess goes on to discover the filming is for an advert featuring Davina McCall.
The TV presenter, best known from shows including Big Brother and ITV’s The Masked Singer, was then captured on the balcony of one of the seafront high-rises.
Jess added: “Very cool to get a glimpse into what goes on behind the scenes of an ad, but I still have no idea what it’s for. If you happen to see it on TV please do report back and let me know.”