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LadBible Group has brought in comedian Jimmy Carr to star in its first B2B ad campaign, which promotes LadX, a video advertising product introduced by the publisher last month.

LadX charges advertisers only for completed views on videos up to 10 seconds, with a guaranteed cost per completed view (CPCV) of £0.02. Videos longer than 10 seconds are priced on a CPM (cost per thousand) basis at £8, with the CPCV estimated, but not guaranteed, at between £0.03 and £0.04.

The four-minute film, created by the publisher’s marketing team and in-house agency Joyride, features Carr talking viewers through the benefits of LadBible Group’s advertising proposition, which also include video ads streamed without size limits, and adapted for a specific user’s bandwidth.

The factual content is interspersed with an array of jokes delivered in Carr’s signature deadpan style. They range from the straightforward – such as a reference to how the publisher reaching two-thirds of 18- to 34-year-olds in the UK “puts it right up there with alcohol and Nando’s” – to the off-colour, including an allusion to stumbling across a sex tape featuring his grandparents.

Carr also makes a self-deprecating reference to his own of taking part in tax-avoidance schemes: “The more money you save, the more money you can save in a secret offshore bank account. Whatever that is. No idea. Don’t know why I said it really.”

The campaign was created by Joyride's Ollie Williams, and the film was written by Dom English and directed by James Kayler.