Vegas 'reunited with knitted sidekick'

Johnny Vegas could be reunited with his knitted sidekick Monkey for a new advertising campaign – for PG Tips.

The comic was catapulted to fame thanks to his commercials with the stuffed toy to launch ITV Digital.

But when the broadcast venture collapsed in 2002, the monkey was one of its few assets.

Now the agency behind those adverts, Mother, is planning to reunite comic and knitted simian for a new PG Tips campaign, industry website Brand Republic reports.

The agency only last week won the £10million account for rivals DBB, which has handled the work since the teabags were introduced in 1930. Its advertising has traditionally featured real chimpanzees engaging in human activities.

Neither Mother and PG Tips have commented on the story.

Published: 11 May 2006