If you're going to use a celebrity in an ad it makes sense to use one who has a distinct, and likeable, personality. As Creda did here with Eric Sykes in the early 80s. The ad itself is serviceable enough but it really wins through as a result of Sykes' gentle, and very funny, mugging. Which could be just another way of saying that he's got a great face (and what comedians call genuine "funny bones").
It helps, of course, that he's also one of the few (relatively) modern comedians who understands the art of silent comedy.
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