Ryanair chief executive Michael O'Leary will tonight deliver his "caring and cuddly" new message to television viewers in a special 60-second advertisement designed to "thank" customers, promote improvements to the airline's website and highlight its more user-friendly cabin baggage and seating policies.

The ad, which is produced by TV3 and booked for the commercial break in the middle of Coronation Street, is the airline's first "proper" television ad in many years.

Despite a recent promise that he would step back from the publicity spotlight, it features an “address to the nation” by the self-described “cheeky chappy”, who filmed his part in TV3’s Sony HD Studio in Ballymount last Friday.

A 30-second version of the advertisement will run on TV3 and 3e over the next fortnight, marking the beginning of a change in communications strategy for the company.

Mr O’Leary described TV3 as “the perfect advertising partner” for Ryanair.

The airline has traditionally spent its advertising budget on print ads that promote its message on price, often with dashes of humour and controversy.

But in 2014 it will increasingly turn to television as the medium for communicating a “serious” and more sophisticated message about the merits of flying Ryanair.