Williams's dad in "bargain" shop ads

Robbie Williams's father is appearing in a new series of adverts for budget retailer TJ Hughes.

Pete Conway, father of the star, has recorded commercials along with Wayne Rooney’s brother Graeme and Jonathan Ross and Carol Vorderman's mothers.

The adverts play on the fact that the store has now spent cash on real celebrities and so understands the value of money.

The non-celebrities are pictured next to the slogan: "It’s about bargains, not expensive celebs."

"Our customers aren’t daft," commented Robin Dickie, chief executive at TJ Hughes. "They know that celebrities come with a price tag and we want to prove that, unlike some high street retailers, we aren’t prepared to incur this cost and then pass it on to the buyer."