Ad saved Sanderson Jones from the dole

Comedian Sanderson Jones is to be the face of furniture giant Ikea.

The relative newcomer is to play documentary-maker Leonard Sheppard in a new campaign based on reality TV makeover programmes.

The commercials, filmed with hidden cameras, feature the transformation of two families’ kitchens. In the first, the householders come home to the shock of seeing their old kitchens ripped out.

Jones told Chortle: ‘It's where reality TV meets advertising, as the Kitchen Squad rip out the kitchens of genuine unsuspecting punters, who have been nominated by their families. I think I'm Ikea's 21st Century Danny Baker.

‘The whole thing's a lot of fun. So far I've hidden in a garden with a massive camera crew, seen a kitchen destroyed by JCBs and been able to play with flame throwers. Pretty sweet.’

The 28-year-old, who got the job after auditioning, says it came just after he was forced to sign on after a tough month on the comedy circuit.

The first ad will air tonight on Channel 4 at 8.10pm, during Relocation, Relocation.

The campaign has been created by ad agency Beattie McGuinness Bungay, as part of Ikea’s £8million advertising account..

The campaign has been created by ad agency Beattie McGuinness Bungay, as part of Ikea’s £8million advertising account.

Here is a teaser ad for the campaign:

Published: 24 Feb 2010