Commercials made in the Midlands

Love them or loathe them - TV ads form a big part of our viewing lives.

Now Britain's Got Talent favourites Stavros Flatley are joining the line-up of celebrities who hit our TV screens during the commercial breaks – and it is all thanks to Phil Brice.

Phil is behind the new Mazuma Mobile advert, which is released today and sees Demitri and his son Lagi performing their famous dance moves in a Greek village

Phil, who was a DJ at Wolverhampton's Beacon Radio in the 70s, has also been working with the likes of Paul Daniels and Debbie McGee to create adverts which have become recognisable to any TV watcher.

His company, Koala Ltd, based at the Jewellery Quarter in Birmingham is also behind the commercial involving dance group Diversity who take to the streets of Tyseley in Birmingham to advertise the store The Range.

Koala has around 20 active clients including Play.com, Farmfoods and Chips Away with adverts costing anything up to £250,000 to produce.

The Stavros Flatley advert took around six weeks to create from the initial idea through to it being ready for transmission.

For the latest advert Phil took Stavros Flatley to a small Greek village in Cyprus. "Demitri and Lagi were great – people feel close to them because they have seen them on TV and yet they are like the guys next door," says Phil.

"The Stavros boys have the dance routine and the personality, so we thought the best thing would be to take them to a traditional Greek village."