The ads, created by United London, show a celebrity taking part in the eBay auction and the purpose is to raise £10m to fund the rollout of There4me.com, the NSPCC's interactive website that gives children access to online counselling.
'X-Files' star Gillian Anderson, Charles Dance and Ronnie Corbett also appear in the TV ads, each of which ends asking what the public would bid for in the auction. The ads will appear throughout this month in airspace donated by broadcasters.
'Spooks' and 'Bleak House' director Justin Chadwick was hired to make the TV ads in his commercial debut.
The lots in the auction, which have been donated, include an invite to David and Victoria Beckham's World Cup football party, a year's 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 campaign will also use press, radio and outdoor advertising.
Creative director on the TV ad was Robert Campbell and the producer was Emma Rookledge, while print and outdoor was produced by Tag and Billboard Posters.
To enter the auction bidders need to go to Dreamauctionfullstop.com, a site developed by London agency Poke.
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This article was first published on brandrepublic.com