Cartoon legend Speedy Gonzales has been signed up by Virgin Media to advertise the firm's super-fast broadband packages.
The fastest mouse in Mexico, famous for evading the grasp of his nemesis Sylvester the Cat, has been brought back by the internet service provider (ISP) to promote its up to 50Mb broadband deals.
He will feature in a prime time TV ad campaign, and has also been immortalised in a London billboard made entirely of cheese.
Ashley Stockwell, Executive Director of Brand and Marketing for Virgin Media, described Speedy as "the perfect celebrity partner" for the firm.
"As the fastest broadband provider in all of the UK, delivering real world speeds of 10Mb, 20Mb, 50Mb and soon, 100Mb, it's great to be teaming up with the fastest Looney Tunes character around," he said.
"Speedy is a great short cut to communicating all the stand out benefits of super-fast broadband and will help us stay several steps ahead of the competition."
In related news, Virgin Media has taken out newspaper adverts to promote its home phone and broadband packages, which are available from £12.50 per month.