With the popularity of Premium savings bonds reaching new heights, National Savings and Investments has launched a television advertising campaign.

Investments of around £27 billion have been made in Premium savings bonds recently, attracting some 23 million people.

The government-backed savings organisation is experiencing an upheaval in national savings, which is why they are reverting to television advertising for the first time in six years.

The campaign is aimed at raising greater awareness and interest in National Savings Investments, focusing in particular on the investment possibilities of Premium savings bonds .

The first of a series of advertisements in the campaign will appear on screens on July 31st. Sir Alan Sugar of the BBC show The Apprentice is to be the face of the promotional campaign.

According to Alan Cook, chief executive of National Savings and Investments, the famous entrepreneur has a reputation as a straight-talking businessman.

Mr Cook said this makes Sir Alan the ideal personality to highlight the fact that National Savings and Investments offers a safe, smart and straightforward way to save.