Ricky Gervais has done ads for Netflix before, notably an Emmys spot, but nothing like this. In this hilarious ad campaign for cable company Optus, promoting the brand's introduction to Australia, he explains how he agreed to do the ad for a "shedload of cash," sitting down on a sofa and without any effort. In his inimitable deadpan style, the comedian adds that he wouldn't even agree to "big up the product" as he'd "never heard of Optus" and told the brand "you've paid me, I've spent it," when they complained about the ad.

So brutally honest it's really quite edgy, the campaign was created by Emotive, the marketing arm of APN News & Media, in collaboration with M&C Saatchi and Fuel Communications.