Mobile phone network Cellnet is to use Damon Hill in a 2m campaign promoting its Traffic Line information service.
The campaign breaks next Monday, just days before the opening Grand Prix of the 1998 series in Melbourne, Australia. Hill, who has previously starred in a Pizza Hut campaign, will compete as part of the Jordan team in the Australian race.
The campaign will run in national press and on the back of National Express coaches. It promotes the telephone service which offers up-to-the minute advice on how to avoid traffic problems.
Cellnet has had a relationship with Hill for more than ten years. It sponsored the former world champion before he launched his Formula One career but has never used him in its ads. The work was created by Abbott Mead Vickers.BBDO.
The company is currently airing a brand campaign and recently hired the data base marketing consultant Ed Carter to support its direct marketing efforts.