Pipex agency Karmarama is using the 'Baywatch' and 'Knight Rider' star Hasselhoff to front the campaign, because his fame has been reignited by the internet through viral emails and appreciation websites.
The radio promotion will involve Hasselhoff asking listeners questions about himself which they phone in to answer. The prizes are a number of "Powered by Pipex experiences" including a holiday to Nice with the chance to go parasailing and a trip to Australia to fly in a fighter jet.
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