Hiring a fashion designer to make a T-shirt for a rat. Sponsoring a soccer team best known for its embarrassing losses. These seem like particularly odd ways to spend an ad budget.

But when the product is a new TV show that forces traveling celebrities to find entertaining ways of getting rid of cash quickly, it's actually pretty fitting as marketing.

To promote 24 Hours to Go Broke, a new series on the UKTV network, Wieden + Kennedy London did both of the above, as well as the following:

• Bribed a farmer to paint an ad on the side of his cows

• Paid a restaurant owner to temporarily rename his fish and chips shop, and its menu, after the show

• Paid a street musician to hand out money

• Perhaps most amusingly, got passersby in London's art-heavy Shoreditch neighborhood to shave their beards into buckets, then used the trimmings to create lettering for a billboard

See those videos below. Because even though it's gross to make a sign out of a salad of stranger facial hair, it's certainly original.