The campaign included a series of television advertisements in which the eponymous Nigel was described as having bought pirated DVDs, illegally downloaded films, and so on, to the accompaniment of a derisive song: "He's a knock-off Nigel..." As a result of his wrongdoings, Nigel was left lonely and despised by his peers.
There were also ads which included the movies Ratatouille and WALL-E, the latter which was put on some Disney Pixar DVDs in the US, but "Don't be a knock-off Nigel" was replaced by "Don't buy rubbish!"
- Cellan-Jones, Rory (2009-04-02). "Goodbye "Knock-off Nigel"". dot.life (blog) (BBC News). Retrieved 2011-07-20.
- Rohrer, Finlo (2009-06-18). "Getting inside a downloader's head". BBC News. Retrieved 2011-07-20.