The UK's Industry Trust for IP Awareness is working with Disney and Pixar for an anti-piracy campaign starring Ratatouille's Remy the Rat.

The new anti-copyright theft spots will launch in cinemas Friday. Remy is seen dismissing pirated films for their poor quality and lack of taste.

The initiative is also backed by Kodak and Technicolor.

Lee Jury, executive marketing director, Walt Disney Studios Motion Pictures UK, said: 'As an industry it is important we unite to tackle the growing problem of copyright theft in the UK and, at Disney, we wanted to actively support the Industry Trust's new 'Knock-off Nigel' campaign. This is an unprecedented move for the industry - it's the first time an animated screen character has talked directly with an audience about copyright theft. '

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