York-based Costcutter has signed up the White Rose sportsman-turned-broadcaster to appear in its latest TV advertising campaign.

Made by Leeds production company Mezzo Films, the first in the 12-month series of ads shows Gough charming staff and customers alike at a Costcutter store.

And he also finds time to show off the dazzling footwork that helped him win the 2005 series of BBC1's Strictly Come Dancing show.

Headingley-based Mezzo's executive producer and director, Mark Platts, said: "It has been an absolute pleasure to work with Darren.

"His individual character really shines through and helps celebrate Costcutter's key brand attributes of fresh local value, service and
quality.

"Using Darren's famous moves, we were able to add a light-hearted edge to filming which forms the overall feel of the commercial.

"We are excited to see the advertisements air and hope that they
achieve Costcutter's key objectives."

Jill Morris, head of marketing at Costcutter, said: "Mezzo impressed us with their quirky approach.

"Working with Darren Gough has also been a real pleasure.

"I think the combination of his unique charm and Mezzo's creative and technical expertise has resulted in a series of adverts that showcase
Costcutter as one of the UK's best-loved convenience stores."
Barnsley-born Gough, 39, is a former Yorkshire captain and England pace bowler.

He has been co-presenter of TalkSport radio's drivetime show since August.

The popular Tyke's no-nonsense style behind the mic has helped the show notch up record listener figures of more than one million.

* Gough's ads for Costcutter are not only being shown on TV – they can also be caught online at the www.costcutter.com website.