Ideal World says David Brent lookalike is driving a spike in sales of duvets

Ideal World TV says that it has been inundated with customer calls and tweets asking if it has taken on Ricky Gervais (in the guise of David Brent) to help sell duvets on its shopping channel. 

A clip of the presenter has gone viral on Twitter, reaching two million views and over 40k retweets. Even Gervais himself has got involved.

“Has @rickygervais seen this? I think he may be due some royalties?” asked one user. Gervais responded: “Cheeky f***er".

The presenter in question is Rob Locke who joined Ideal World TV following a career in news television and as a voice-over artist in America. The Twitter star’s next appearance on Ideal World, on ITV late night’s slot, raked in three times the amount of Mulberry silk duvets sold as were originally projected.

Locke says: “I’m pretty chuffed with the comparisons to David Brent if I’m honest. Duvets and bedding have always been a category we excel in on ideal World. When you think about the fact you spend a third of your life sleeping in your bed, it pays to be comfortable and the power of demonstration really resonates with our viewers.”

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