Children's charity NSPCC is to launch a TV campaign featuring stars including Johnny Vegas, Christian Slater, Gillian Anderson and Bruce Forsyth that aims to get the public to take part in its £10m Dream Auction being run in partnership with eBay.
Director Justin Chadwick, whose credits include BBC dramas Bleak House and Spooks, was hired to make the ads, which each feature a celebrity taking part in the eBay auction.
Charles Dance and Ronnie Corbett also star in the TV commercials, each of which ends asking what the public would bid for in the auction.
The campaign, which has been developed by agency United London, will combine television, press, radio and outdoor ads.
All the lots for auction have been donated and include an invite to David and Victoria Beckham's World Cup football party, a year's free supply of Krispy Kreme donuts, a dinner at the Embassy restaurant in Mayfair, an X-Men 3 London screening for 72 people, a shopping trip with Liz Hurley and a chance to sing with Bryan Adams.
The TV campaign will run for the rest of May - the duration of the auction - and aims to raise £10m to nationally rollout There4me.com, the NSPCC's interactive website that gives children access to online counselling. The auction forms part of the NSPCC's Fullstop campaign against child abuse.
To enter the public need to go to Dreamauctionfullstop.com, developed by London agency Poke, which generated the idea to extend the auction beyond a traditional one-off event.
It is the largest charity auction ever undertaken by eBay UK and the event has been has been handled by the auction site's head of charity, Nick Butt.
The ad campaign, for which nearly all resources were donated, will run on networks including MTV, Channel Five and Sky.
Press ads will appear in newspapers including the Independent, Guardian, Daily Telegraph and Daily Mail. Radio ads, which will use the voice of a fast-paced auction caller, will run across GCap, Chrysalis and Emap stations.
Outdoor posters will appear in conjunction with Viacom, Clear Channel and Titan among others.
Media was co-ordinated by Mark Jarvis at 7 Stars. The project was orchestrated and overseen by Toby Constantine at Market Evolution.
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