ITV decided to air a teaser trailer for programme in an ad break during Monday night's (02.12.19) episode of I'm A Celebrity... Get Me Out Of Here!
In the short clip, the reflection of a plane is seen in a pair of sunglasses, and it's trailing a banner as it flies through the sky.
The shot then flicks to the plane and banner, which reads 'Do one, Winter'.
It's not clear what's being advertised until the end of the ad, when the telltale Love Island melody plays.
Fans acted with surprise and delight on Twitter, to put it mildly, with a number admitting they had to rewind their TVs just to be sure of what they had seen and heard.
One said, "That little Winter Love Island promo got me like" alongside a meme of Kermit the Frog receiving oxygen.
Another wrote: "Was that a Love Island advert I just saw, for winter!? I'm officially about to become a recluse and never leave the house."
Was that a Love Island advert I just saw, for winter!?
A third tweeted, all in caps: "WINTER LOVE ISLAND ADVERT, LET'S GO #ImACeleb."
Someone else said: "Was that Winter Love Island?? #loveisland #ImACeleb."
"Love Island Winter! Had to rewind it just to show my husband the advert cos I knew it would annoy him #imaceleb," wrote a fifth.
"Hearing the Love Island sound during adverts!" said a sixth, adding: "So weird hearing it in winter but fully can't wait for next month! #imaceleb #loveisland."
After the campmates took part in a Love Island-themed Trial - the first group Bushtucker of the series - telly fans rushed to Twitter to point out that the Geordie lads would be perfect at the helm of the hit dating show.
If they did get the job it would be bad news for current Love Island host Caroline Flack.
Just recently, Flackers treated fans of the programme to their first look - albeit fleeting - of the forthcoming Winter series, which will take place in South Africa.
The presenter shared a snap of her flawless self gazing into the camera on Instagram, blonde hair hanging loose and wavy, and wrote in the caption: "Day one shoot... hair and make up @gemflossi."
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