The campaign, by creative agency Big Al's, and Branded, features Des extolling the virtues of Setanta while selling pies to a group of fans outside a football stadium. It also features recent 'Big Brother' fake contestant Thalia Zucchi.
The ads, which air today, were directed by Kirk Jones at Tomboy Films and written by Phil Kitching and Deen Iqbal. Media planning and buying was handled by BLM.
The TV spot is supported by poster, radio, print, online and direct marketing activity, which will run throughout the season.
Setanta acquired the rights to Monday and Saturday night football in May 2006 and will be showing 46 Premier League games exclusively live this season.
The coverage will be available on satellite, Freeview, BT Vision and cable platforms -- marking the first time live Premiership will be available to Freeview viewers.
Earlier this week Setanta stepped up its rivalry with Sky by launching a sports news channel in a joint venture with Virgin Media, which will rival Sky Sports News.
Setanta Sports News will initially be available to around 3m cable customers as part of Virgin's basic TV package. However, there are plans to make the channel available via satellite and broadband.
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