Lock Stock actors Jason Flemyng is to front a new advertising campaign to promote DAB radio.

The campaign, which is supported by GCap, Emap, Chrysalis and the BBC, will run from today until Christmas.

The campaign, called "Five million do it, do you?" follows the announcement last month that five million DAB digital radio sets have been sold in the UK, with 10 million adults tuning in each week.

More than 40 radio ads have been created which feature members of the public talking about why they like digital radio, with Flemying as the voiceover on each advert. The idea is for commercial stations to select the versions that best fit their audience.

Ian Dickens, chief executive, Digital Radio Development Bureau, told The Guardian: "The fact that there are now five million people with digital radio means people are loving it - it makes sense to make that a central tenet of the marketing message."

Advertorial will also appear in papers such as the Evening Standard, Manchester Evening News and Birmingham Post over the next six months.