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The firm is in negotiations with "four or five" UK celebrities for the next phase of its ad campaign to establish the service outside of its US base.

It would not divulge who the celebrities are, except to say that they are "recognisable".

Cash4Gold said it is planning between 10 and 15 different ad executions this year as it aims to fulfill its promise to become ‘the UK’s biggest direct response advertiser’.

The Florida-based firm made advertising history earlier this year when it became the first direct response advertiser during a US Super Bowl ad break in January.

The ads featured the late Ed McMahon and MC Hammer, faded celebrities known for their financial woes.

"I can tell you that everyone in the UK will immediately recognize who they are – all people who evoke smiles on UK faces," Jeff Aronson, Cash4Gold’s CEO told Marketing Direct. .

"Celebrities have given Cash4Gold a differentiation factor," Aronson said, adding that Grammy-award winning rapper MC Hammer "might pop in to say hello" in one of the ads.

His defended the first ad that went live last week, which critics panned as "dinosaur DRTV", but admitted it had been made in-house and not by Euro RSCG, Cash4Gold’s US agency.

"The most important thing for Cash4Gold is having the most eyes and the most consumers know the service that is available," Aronson said.

"The only way to achieve that – considering we created this category – is to be largest DR advertiser out there. We don’t do any advertising that’s not based on a ROI or CPL (cost per lead) basis."