Domestos hires Big Brother's Alex for advertising blitz

LONDON - Alex Sibley, the hygiene-fixated 'Big Brother' housemate, is to exploit his obsession in new advertising for Domestos toilet cleaner.

Lowe has signed the 23-year-old male model from Essex, who irritated viewers with his constant carping on about cleanliness and attacks on fellow housemates who admitted to urinating in the shower to save toilet paper.

Now Sibley has been hired to poke fun at himself in a series of tactical TV and press ads to promote the Lever Brothers brand. Two 10-second commercials breaking nationally this Thursday will parody highlights of his time in the 'Big Brother' house and link them to Domestos.

Sibley has emerged as the most sought-after contestant from the latest 'Big Brother' series. Deals worth more than £1.3m have reportedly been lined up for him, including £1m to advertise Brylcreem, a £70,000 modelling assignment for a high-street clothing company, a £100,000 job as a TV fashion show presenter and newspaper deals worth £40,000.

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