One of the world's funniest men, John Cleese, has recorded a series of radio ads for the Australian industry as part of its ongoing brand campaign, which will go to air nationally next week.

The first of the ads, called ''Celebrity'' features Cleese and Australian comedian, Mark Mitchell discussing why there is no need to use celebrities in radio advertising. The use of humor is an ongoing feature of the radio campaign as is the overall message, which highlights the cost effectiveness of using radio, and audience reach.

The advertisements follow a viral campaign released earlier this week on the internet to radio stations, advertising agencies, advertisers and media companies, which promote the Cleese ads through a game featuring the comedian.

Chief executive officer of Commercial Radio Australia, Joan Warner said the viral campaign aimed to create awareness and excitement about the ads and was also a fun way to help promote the new campaign and radio generally.

''It is very exciting for the radio industry that John Cheese agreed to do these ads for us while he was here last year as guest speaker at our conference and Awards. His enthusiasm for Australian radio was immense and he was keen to be involved in these ads,'' Ms Warner said.

The radio ads are the latest in a series of well-known commercials Mr Cleese has undertaken including ads for Sony, Callard and Bowser and Schweppes.

CRA press release