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31/03/2003

Rushes post MFI 'mystery celebrity' commercials

Rushes have completed post on a series of commercials for MFI, each featuring one or more well-known celebrities.
The commercials appear as if they are all shot in the home of a celebrity, when in fact they are all examples of MFI show rooms. All are based along the same format, with the opening scenes giving the viewer glimpses of the star, but not quite revealing who they are. Only at the end do the celebrity revealed.
The commercials feature Lenny Henry getting out of the bath, Gordon Ramsey cooking himself beans on toast, Martine McCutcheon running around looking for her lost passport, before leaving with her suitcase, and Vic Reeves stripping down to his underwear before jumping into bed with Bob Mortimer.
The closing catch line is 'All the big names under one roof.'
Rushes Producer Jonathan Davies said: "It was great to be involved in these slick and stylish commercials for MFI, they have totally re-invented themselves and this new campaign is a complete departure from their usual image."
(GB)
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