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Mordenn Surenns is always cool in a crisis, so who better to front an insurance company's campaign and grab a bit of the limelight back from rival meerkats and opera singers?

The six foot seven inch Nordic hulk just wants to help people. Which is why, according to his press release, after years of reflection with monks in Tibet, he decided to pack it in, come to the UK, and launch More Th>n.

The multi-million pound campaign runs from 3 May during the summer, across TV, radio and out-of-home.