Myleene Klass, the popstar turned Marks & Spencer model and TV presenter, is to front an ad campaign promoting Turner Broadcasting's pre-school channel Cartoonito.
The TV campaign, which breaks on Monday, features the classically trained Klass playing a version of "My Favourite Things" from the film The Sound of Music.
Cartoonito's campaign, which is being launched in conjunction with Mothercare to promote Klass's Baby K range, features a number of mothers singing the lyrics to the song and ends with them all surrounding the former Hear'Say singer at a grand piano.
The ad marks a step-change in Turner's advertising for the channel with a focus on mothers. The collaboration with Mothercare will specifically promote Cartoonito's "Go and ..." series of shows aimed at children up to the age of six.
As part of the marketing strategy 500,000 free DVDs featuring Cartoonito content will be distributed to playgroups and nurseries across the UK.
The campaign is being run by Barnaby Dawe, vice-president of marketing and communications at Turner, which is a subsidiary of Time Warner.
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