At the launch lunch for her chic new Carphone Warehouse range of black mock-croc iPhone and iPad accessories featuring lil’ anchor motifs and blingee embellishments, Kate Moss revealed that she is totally addicted to the scientifically and universally-adored Dumb Ways To Die

When pressed on her favourite smartphone time waster, Moss eschewed the popular Candy Crush Saga in favour of telling The Guardian, “You will so regret you asked me that. [Dumb Ways To Die] is totally addictive.” 

The app (which has been downloaded 13 million times) is one part of an integrated multi-platform campaign which also includes downloadable and karaoke versions of the iTunes-charting song and a Tumblr for Melbourne’s Metro Trains, devised by McCann. The campaign went viral in November last year and exactly one month ago took out an historic five grand prix prizes (winning twenty eight awards in total) at the Cannes International Festival of Creativity. 

According to AdNews, McCann’s ECD John Mescall thinks the Moss nod is “pretty cool”, saying “It’s kind of a nice that Kate Moss is addicted to something we made. It put a smile on everyone’s face when we read that.”

The endorsement of the perennial Miss Moss is an advertiser’s dream; following her appointment as the face and dat ass of St Tropez [pictured above] in May, the company is predicting a rise in profits from £92 million to £105 million for this financial year, crediting the known Moss Effect with the spike in global press and revenue. 

via The GuardianAdNewsBritish Vogue

Photo Kate Moss for St Tropez via Getty