Omid Djalili is to front a new £15million advertising campaign for price comparison website Moneysupermarket.com.
The comic replaces Dragon's Den star Peter Jones as the face of the company, in an advert in which he berates the British for their inability to haggle.
He says in an Iranian accent: ‘In the Middle East there is a name for people born without the ability to haggle, they call them British.’
David Osborne, Moneysupermarket.com’s marketing director, said: ‘Omid plays on the differences between British and Middle Eastern cultures as part of his comedy routine so using him as a figurehead for this campaign really helps highlight the message we want to deliver.’
Click here to watch the advert.