BT's latest campaign sets out to do a somewhat dangerous thing -- poke fun at the whole advertising process -- with the help of its star, Ewan McGregor. In the first of what will be an ongoing campaign, McGregor points out to the client and production team that instead of big budget motorcycle stunts, big name actors, men in Viking costumes and sports stars (soccer players Robin Van Persie and Alex Oxlade-Chamberlain, waiting in the wings to come on), all BT really needs to do is point to a big sign that says "Big Entertainment. Tiny Prices."

We're told the director, agency creatives and other members of the production team will all be recurring characters. It's an interesting and bold idea from an agency - AMV BBDO -- that hasn't exactly shied away from big budget ads itself, but could go down well with media savvy consumers tired of being wooed by celebrities and stunts. Randy Krallman at Smuggler was the (real) director.

It's also worth noting that McGregor is making himself freely avabilable for ads ad the moment - also starring in a spot for Dutch insurance brand Nationale-Nederlanden.