Allan Bryant has not been seen since going missing in November 2013 when he left Styx nightclub in Glenrothes, Fife, in the early hours of the morning.
His family has paid £3,500 from donations to broadcast an advert 160 times next month.
In what is thought to be a television first, the 30-second advert will be shown on STV during some of the most popular shows such as This Morning and Coronation Street.
It has been funded by donations from people to Allan’s Facebook page and will feature a slideshow of his pictures along with a professional voiceover providing details of his disappearance.
His relatives themselves will not feature in the advert as they feel it is important that sole focus of the campaign is on Allan.
Police have been made aware of the campaign but are not otherwise involved.
The family hopes that the advert will jog people’s memories and lead to people calling police or Crimestoppers with fresh information.
His father, Allan Bryant snr, hopes that the advert will keep his son in the public eye and alert people who may not even be aware of his son’s story.
He said: “We’re doing it to jog people’s memories and hopefully even for people who might not know about it to hear about his disappearance.
“I didn’t think it would be possible and STV told us they’ve never heard of it being done before so I think it’s a first. It’s on for the full month with 160 adverts on TV, STV Player and their website.
“It’s just going to be pictures of Allan with a female voiceover saying that it’s an appeal on behalf of the Bryant family with the Crimestoppers number and the police 101 number.”
He continued: “The idea came to me when I was sitting watching TV and saw lots of charity adverts and I thought it would be great to do an ad for Allan.
“Then I went to STV advertising and it just snowballed from there. In total it costs £3,540 and hopefully it might set a precedent for other families which is a good thing.”
Allan was seen leaving Styx nightclub in the early hours of the morning of November 2, 2013.
Speaking in 2014, Allan snr openly stated that he believed his son to have been murdered.