£250,000 payout on Ant & Dec’s Limitless Win

Bristol Couple Win Big on Ant & Dec’s ITV show…

A married couple from Bristol have won £250,000 on the primetime ITV1 / STV entertainment quiz show, Ant & Dec’s Limitless Winthis evening, which is the biggest win of this series so far.

In the fourth episode of the current series filmmaker Dan and textile artist Sarah climbed the limitless ladder, with an exact answer to a question about the length of a cotton wool bud banking them quarter of a million pounds.

Parents of two Dan, 37 and Sarah, 35 chose to use their Take Two lifeline to help them with the question: To the nearest centimetre, what is the length of a Johnson’s Baby Cotton Bud?

Take Two allows contestants to come up with their own answer and for Ant and Dec to suggest another, with the guess closest to the correct number without going over counting as the final answer.

Dan and Sarah locked in their answer of five, giving Ant and Dec thirty seconds to come up with their answer. The presenters deliberated before reaching their decision of eight – which turned out to be an exact answer, banking the lucky couple £250,000.

Sarah, who is neurodivergent: “Having loved Ant and Dec my whole life – as soon as I saw the advert for contestants, I was hooked! It felt like a mad idea, but I dragged Dan along with me. I’m ADHD and autistic which gives me a lot of creativity and alternative problem solving. Whenever we play at home, Dan always goes under to be safe and I’m like, let’s get an exact answer!”

Dan adds: “Sarah is definitely the opportunity taker and I’m a risk manager, so we’re a good balance for each other. Our main strategy on Limitless Win was to listen to each other and try to have fun”.

2023: a life-changing £1 million win is currently the highest cash prize in Limitless Win history

The pair are now planning to buy their first home with their winnings and build a studio in their garden so that Sarah can expand her business, which she hopes will benefit the local community.

Sarah explains: “We’ve always prioritised purpose-driven work and our family, so have never had much money. And, due to the social enterprise side of my business, we’ve never had much space and have been stuck renting. With our kids getting bigger, I felt like I’d still not created a proper home we could call our own. 

“We have lots of neurodiversity in our household and creating a safe space will be so valuable for our wellbeing. I’m planning on building an art studio in the garden, so I can grow my work again – including running art therapy workshops and neurodivergent-centred work in our community”.

The groundbreaking format of Limitless Win allows contestants to win the world’s first unlimited jackpot. Previous big winners on the show include married couple Charlie and Helen, who walked away with the biggest win in Limitless Win history – a whopping £1m, in the last series which aired in January 2024. And in the first ever episode of the show, which aired back in 2022 and saw 6.1m viewers tune in, couple Will and Katherine won half a million pounds.

Ant says: “We get so invested in them (the contestants) emotionally, we jump on the desk and sit on the walls. One day I might actually try and climb the ladder!”

Dec added “I think for us, Limitless Win is the most emotionally involved we get. It tests us emotionally more than anything else because we’re side by side and really invested in the contestants”.

Ant & Dec’s Limitless Win continues Saturday 18th and Sunday 19th January on ITV1, ITVX, STV and STV Player

At the end of Sarah and Dan’s play, Ant and Dec congratulate the couple with Ant saying: “I’m so thrilled for the pair of you – this is wonderful, amazing” and Dec adding: “Just look at that … £250,000!”

When asked on the show what they would spend their money on, Dan revealed “definitely some ducks”, with Sarah adding they’ll name them “Ant and Dec”. Dec joked, “Or Ant and Duck, right?” with Ant adding, “Yeah and you gotta have one slightly taller than the other one”.

Sarah says: “The whole thing was surreal and took a really long time to sink in… I’m not sure it’s even sunk in yet! We’d never really thought about or entertained the idea that we could win such a big amount – so it was a complete shock.

“I feel like meeting Ant and Dec has brought my life full circle. They brighten up my life across everything they do – so I’ve tried to do the same for others, and now we’ve got to meet them and have got funds to move our lives forward”.

Ant & Dec’s Limitless Win continues Saturday 18th January, 8:30 pm and Sunday 19th January, 8 pm on ITV1, ITVX, STV and STV Player.