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The film, created in the style of a regional TV report, investigates the life of Gary Booth.

His love for Lamb Hot Pot flavour Pot Noodle has resulted in him growing wool all over his body.

The campaign, aimed at the 18-24 age group, is supported by ads in The Sun, YouTube, and blogging sites.

Cheryl Calverley, marketing manager of Chrysalis brands at Unilever UK, said, "Pot Noodle is once again communicating its irreverent personality through online video."