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Eddie Izzard stars in latest radio ads for RecycleNow

Comedian and actor Eddie Izzard will star in seven radio ads for this year's RecycleNow campaign.

Delivered in Izzard's typically frantic and surreal style, the adverts focus on five different materials, as well as one that highlights council collections and another that covers recycling in general.

The glass advert features Izzard saying: "If you are eating pickles out of a jar then stop - take the pickles out, and then you get the jar and you recycle it and then it will come back as another jar and you can put the pickles back in it, so that it is a pickle jar, or a jar of pickled Martians."

"RecycleNow.com, the possibilities are endless."

The 20-second adverts will be played on local radio across England, accompanying a national TV advertising campaign this summer.

They follow last year's successful ads, also voiced by Izzard, which by the campaign's conclusion had seen the target audience view the TV ad for can recycling an average 14.3 times.

RecycleNow is run by the Waste and Resources Action Programme (WRAP) and WRAP director of communications and awareness Gareth Lloyd said: "The messages we wanted to get across in this year's campaign was that recycling is easy, everybody's doing it, there's value in it and there's a local benefit."

Commenting on Izzard's support of the campaign, Lloyd added: "Eddie Izzard won't do adverts for commercial brands.

"We see this as a big plus, because when celebrities start appearing all over the place on toothpaste ads and whatever else, then people pay less attention to the voice."

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