Olympic athlete Paul Radcliffe will star in the ads, which air for four weeks from next Monday (21 February), alongside Tesco regulars Fay Ripley and Mark Addy.
Cancer Research UK is hoping to recruit one million entrants for the 2011 event, up from 750,000 last year.
The ads, created by Red Brick Road, feature the Tesco couple getting ready at home, with Ripley coming downstairs dressed as a fairy. Once at the starting line, Ripley unknowingly asks Radcliffe whether she’s come as herself, leaving the athlete speechless.
The TV ads will be supported with print and digital campaigns, as well as through Tesco Clubcard, its magazine and in-store point-of-sale.
Tesco is planning for 20,000 of its staff to take part in Race for Life this year, which is made up of more than 300 events around the UK over the summer.
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