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Age of Bret McKenzie, the world’s most unlikely new ad star. His extremely brief (three-second, nonspeaking) appearance in the Council of Elrond scene in the first Lord of the Rings movie earned the New Zealand native an immediate cult following. His character had no name but was dubbed “Figwit” (which stands for “Frodo is great … who is that?!”). Web sites about him multiplied into the hundreds, and now he is starring in his first ad—a spot by Cheetham Bell JWT in Manchester, England, for cell-phone marketer Phones 4U.

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