Big brother UK's hygiene freak Alex Sibley has been scooped up for a six-figure sum by Domestos.....
Alex is seen in two ten-second adverts, and will feature in the bleach company's print advertising.
Alex is seen apparently urinating in the shower (What he criticized other housemates for doing in big brother). It is then revealed that he is actually squirting domestos.
In the other ad he is shown apparently talking to a housemate saying "You're the only one I have really connected with inside the house". It is then revealed to also be a bottle of domestos.
Possible every website in the UK has picked up on this, ensuring domestos mass media coverage.