ITV Digital signs new comedy duo to front campaign

ITV Digital has signed up a new comedy duo to front its launch advertising campaign.

Johnny Vegas, who has a one-man show at comedy festivals at home and abroad, and Monkey, from Muppet-makers The Jim Henson Creature Shop.

Smart guy Monkey plays the voice-of-reason to Johnny's naïve character Al. The Al and Monkey comedy pair will feature in a series of TV commercials and billboards, revolving around their home life and viewing habits. The two are seen in their favourite chairs in front of the telly, snacking on crisps and popcorn. Basically, two normal people watching television.

The nationwide campaign will include widespread billboard sites and high rotation TV spots, to launch on 11 July and has been created by advertising agency Mother.

"I watch so much telly, this was an unmissable opportunity to be part of a major TV event," said Johnny.

"It took time getting used to being upstaged by a monkey but, I'm not precious. You have to take it on the chin when you are in the presence of talent. Monkey has a great attitude. He’ll be able to handle fame with style."

Jeremy Dale, Sales and Marketing Director for ITV Digital, said: "We wanted an engaging campaign to launch ITV Digital and we are confident that this hilarious double act will become a firm favourite with the public.

"Ultimately, it is the freshness, humour, honesty and simplicity of the ads that perfectly express our attitude and approach to our business and our customers."