The International Motor Industry Events, organisers of the British International Motor Show, appointed Watson Phillips Norman to create the TV advertising for this year's event following a pitch.
The show, sponsored by Zurich Connect, returns to Excel London from July 23 to August 3.
WPN commissioned Mellis, actor, writer and the voice behind the hugely popular Guinness "surfers" campaign, to provide the voiceover for the TV ad.
Mellis also wrote the script for the 2000 film 'Sexy Beast', along with David Scinto, and among gamers he is known for having voiced Darth Sion, a character in the Xbox game 'Star Wars: Knights of the Old Republic II: The Sith Lords'.
The ad breaks on June 9 and will run across 50 terrestrial, satellite and digital channels in the weeks before and during the event. It features many of the leading marques on show and highlights a number of the attractions, as well as providing the number to call for tickets.
The event will include The Heritage Enclosure, Autoglym Supercar Paddock, Westfield Active Drift Experience, Kids Driving Activities, Landrover's Ultimate Experience and on-water displays.
The entertainment will continue in the evening with The Motor Show Music Festival, which will include performances by UB40, Alice Cooper, Status Quo, Jools Holland, Blondie and Meat Loaf.
Kirsty Perkinson, marketing director at IMIE, said: "We've developed an ambitious marketing strategy to support the show, spearheaded by the TV campaign. We were inspired by the TV ideas WPN produced for the pitch and we're really looking forward to seeing the ad on air now that the team has brought this creativity to fruition."
John Eversley, marketing director at Watson Phillips Norman, said: "The British International Motor Show has to be one of the most coveted and inspiring opportunities around. We were delighted to have won the campaign and our creative and TV teams have had an absolute ball producing this ad."