The Independent's cut-price news (and gossip) digest i attracted plenty of attention with its advertising campaign featuring Jemima Khan and Dom Joly. So it was only natural that the paper should turn to another, er... celebrity for its online follow-up ? Independent and i editor Simon Kelner. The idea apparently came from ad agency Big Al's Creative Emporium and Epoch Films, and Monkey hears Kelner had to be persuaded to take part. Yeah, for about five seconds, probably. Word has it that the Indy editor hoped the Edward Scissorhands-style skit, the brainchild of Big Al's co-founder Stefan Jones, might bring Johnny Depp to mind. Unkind types suggested Johnny Vegas instead.
Source: http://www.guardian.co.uk/media/mediamonkeyblog/2011/jun/02/simon-kelner-i-ad
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