How much?

I have just seen this...

In case you can't see that is Moira Stuart sitting happily in the 'O' of Oct.

Now, 3 things;

1. What is the relevance between Moira and Paper Tax Returns?
2. How more effective was the ad because of Moira's inclusion? (i paid more attention)
3. Who is the cheapest celeb, news reader, pointless idiot, and what is the minimum you could pay to have them appear in your ad?

'Moria, we have had a call from HM Revenue and Customs and they are willing to give you 20 quids worth of Marks vouchers for you to appear in a couple of ads, it looks like an awesome opportunity'

'Where do i sign?' (said in that awful mono-tone style that only Moira can do)