Monkey business has taken its toll

The Diary wonders whether ITV Digital’s agency Mother has picked the right man in comedian Johnny Vegas to promote the service.

A gang from Scottish agency 1576 went to see Vegas last week at the Edinburgh Festival, expecting the cuddly chap who graces our screens with a talking toy monkey to come on stage all chirpy and full of chat.

But at the door they were greeted by a topless Vegas who was somewhat tired and emotional. A while later Vegas went on stage, barely able to speak; things got worse when a member of the audience spilled beer over Vegas’s trousers and he took them off.

“We didn’t pay for our tickets but I feel sorry for those who did,” says a spokeswoman for 1576, demonstrating that old Scottish frugality.

With ITV Digital putting its faith in a large semi-naked drunk comic to sell its service to middle England, expect a surge in sales at BSkyB… or Weightwatchers.

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