Love Island bosses take swipe at rival shows Naked Attraction, Celebs Go Dating and Ex On the Beach in vicious ad

LOVE Island will launch a string of cheeky adverts this evening to promote the upcoming series - and one takes a swipe at other dating shows.

One reel shows a giant foot squashing a TV that’s playing ‘Naked Celebs Go Dating On A Beach’ - a clear spoof of shows like Naked Attraction, Celebs Go Dating and Ex On The Beach.

An ITV spokesman said: "Love Island is the OG of dating shows and after seven years of matchmaking, marriages and babies, for eight weeks this summer, we're officially owning love.

"So stand down all you pretenders - Love Is Ours."

A source added: "Love Island was the show that started it all, the one that inspired the hundreds of dating programmes that exist today.

"And it looks like ITV is closer to making war - not love - with these feisty ads."

The promotion for the eight series will air during Britain's Got Talent tonight.

Married couples who met on Love Island include series two's Alex and Olivia Bowen plus winners Nathan Massey and Cara de la Hoyde, then series three's Dom and Rose Lever as well as Camilla Thurlow and Jamie Jewitt.

Laura Whitmore will be back to host the show, which will move to a brand new villa in Majorca.

Bosses have promised the venue has the largest gym area ever seen on the show - so we can expect lots of rippling muscles and sexy squats.

Love Island returns this summer on ITV2 and ITV Hub.