Metcalfe's racy new role

Dallas star Jesse Metcalfe is once again setting the pulses racing with a new ad for Rooster potatoes.

The commercial sees Metcalfe jogging through the streets of London, engaging in a spot of basketball and catching the attention of the housewives he passes.

The ad, which airs from now until Christmas, was produced by creative consultancy MPH and directed by Hugh Johnson of Ridley Scott Associates Los Angeles.

'Using Hollywood to deliver our message appeals to both the core fresh potato customers and younger consumers,” said Anne Rodgers, Albert Bartlett marketing executive. “It also adds a glitzy image to the Rooster, which is the premier brand in a rather unglamorous category.”