Ad hopefuls to claw casting couch
O2 has launched what is being called an industry first by holding a "cat casting" session to find the new star of their next billboard advert.
A group of feline hopefuls gathered at London's Pineapple Studios to vie for the right to be the new furry face of O2 Refresh, the telecoms firm's latest monthly tariff campaign.
Singer and former Girls Aloud member Sarah Harding is on board as a judge.
Harding said: " I am a huge cat-lover and am often posting pictures of my Persian cat, Marley, on Instagram and Twitter - he's a huge part of my life.
"We have seen some incredibly smiley cats from all over the country and I can't wait to see the winning cat up on a billboard in London, what a great opportunity!'
Harding was joined by cat agent Charlotte Wilde and O2's creative chief Kat Ward-Smith in the search to find not just any cat, but the UK's happiest cat, for the campaign - to take over from the current feline star of O2's adverts.
The winner will be announced on May 21, on the same day the new advertising campaign is unveiled.