Coronation Street will spill over into real life this week when upper crust escort Lewis Archer advertises his services in society magazine The Lady.
Alongside the usual appeals for butlers and nannies, Tuesday's edition of the publication will feature a classified ad for the "discreet male escort".
In it he boasts of "years of experience" and claims he is "suitable to accompany ladies in any social or corporate event".
The notice is accompanied by two fictional phone numbers.
Fans of the Weatherfield soap will have seen hairdresser Audrey Roberts, played by Sue Nicholls, falling for charming Lewis (Nigel Havers) after hiring his services.
In Thursday's episode, Rita Sullivan (Barbara Knox) spots the advert and sets about booking Lewis for a date behind her friend's back.
A spokeswoman for Coronation Street confirmed: "The Lady heard the magazine was going to feature in an episode, and they approached us with the idea of using the advert in the actual magazine."
The publication is currently undergoing a revamp in an effort to modernise under new editor Rachel Johnson.
Corrie had another unlikely crossover into the real world earlier this month when a number of its characters appeared in a special edition of ITV1 daytime programme The Jeremy Kyle Show.