They will be joined by comedians Bill Bailey, Jon Culshaw, Jo Caulfield and Lee Mack in a Government advert which will be broadcast for the first time on Tuesday night.

The stars will be seen playing "consequences", in which they read lines from unconnected material to form a light-hearted narrative. The advert is being broadcast at the start of the National Year of Reading, a Government scheme to encourage people to read more.

Children, Schools and Families Secretary Ed Balls said: "The National Year of Reading is all about reading anything, anytime and any place; the new advertising campaign brings this sentiment to life perfectly.

"The familiar faces supporting the Year help to show reading can be engaging in all its forms from books to blogs, while you're at home or even in a 'caf'.

"We hope that it will not only challenge people's traditional perceptions of where and what they read, but also show that reading is an essential life skill which has never been more important.

"Parents can be key in leading this renaissance by making time to read with their children every day when they are young and encouraging them to carry on reading as they get older. Just a few minutes every day can make a real difference."

Prime Minister Gordon Brown is hosting a reception at 10 Downing Street to celebrate the launch of the scheme.

The campaign will have a particular focus on reluctant readers or those lacking confidence, as well as encouraging boys to read with their fathers.

Across England 149 reading co-ordinators will be put in place to work with local authorities and businesses. One aim is to encourage broader reading, not only of novels but other publications such as cook books, manuals and websites.