Superbowl commercial for Time Warner

He has previously been scrupulously principled about not appearing in adverts – but last night Ricky Gervais appeared in a multi-million pound Superbowl commercial for media giant Time Warner.

The comedian launched an $80million campaign for the company’s cable division yesterday, explaining how it can provide internet, TV and video-on-demand.

It began with Gervais at a table at an outdoor restaurant, denying a friend request on Facebook on his mobile phone. ‘Friend request? Yes please, let's be friends because you're probably brilliant,’ he said sarcastically. ‘Request denied. What are you going to do about it?'

A grenade then lands on his table and he ends up running thorough the streets, pursued by soldiers and helicopters and dodging explosions, like something out of the Call Of Duty video games. Gervais then yells at his phone: ‘OK, I accept your friend request. I was kidding, I was kidding.’

The adverts are designed to ‘position the brand as more of an enabler’ according to John Seifert, chief executive at Ogilvy North America, the advertising agency that came up with the campaign.

The Super Bowl is the most high-profile shop window for American adverts, with a 30-second slot costing an average of $3.5 million before even a cent is spend on producing the ad.

Gervais was last year estimated to be worth £80million, although he sarcastically tweeted: ‘They are of course spot on.’ He has previously turned down requests to appear in adverts – appearing only for good causes such as animal rights group Peta or disabled rights.

In 2006, he boasted of how he turned down £1million for one day’s filming for an alcohol ad… but when his agent passed on the news they doubled the offer, thinking him to be negotiating.

He again rejected the offer, reasoning he had enough money. ‘The money's obscene as it is,’ he told GQ magazine. ;’The Office made a lot of money. We sold four million DVDs. It sold to 80 countries. And I've already made more from being executive producer on the American version of The Office than I made for acting, writing and directing the English version. Because the money in America is fucking obscene.’

Time Warner is the world’s largest media conglomerate, taking around $27billion a year in revenue. Here is Gervais’s ad for them:

Published: 6 Feb 2012