Former Big Brother housemate Alex Sibley - known for his love of hygiene while he was on the Channel 4 show - is the new face of Domestos in a £1m campaign.

The 23-year-old model, who came third in game show which awarded winner Kate Lawler £70,000, is to appear in a series of lucrative TV adverts for the bleach.

The advertising campaign pokes fun at his love of cleaning and feature him singing That's The Way I Like It - the song to which he famously mimed during the show.

Kate Lawler's victory was watched by 9.9 million people

While he was in the house, which was under 24-hour surveillance from TV cameras, Alex was seen chastising his fellow housemates for misdemeanours including going to the toilet in the shower.

"Some of the hygiene standards in the house were disgusting and that did annoy me," he said.

"I didn't appreciate the levels of poor hygiene displayed by some of my housemates."

Alex could also earn a sizeable amount for promoting other brands, including Brylcreem, which has expressed an interest in him.

Big Brother pitted the 12 housemates against each other for the prize money, while putting them under constant surveillance and setting them tasks.

Housemate Jade Goody was vilified in the press

Each week they would nominate who they thought should leave the house, while the public had the final vote.

Although the show attracted considerable criticism and negative press coverage, it gained a record audience and its first female winner.

Viewing figures peaked at 9.9m - more than a million higher than last year.

Channel 4 recorded a 22.6% share, while BBC1 got 21.1% and ITV 20.2% - the highest since the station first broadcast the film Four Weddings And A Funeral in 1995.