HMV LOOKS TO BOB DYLAN FOR INSPIRATION.

HMV THIS MONTH REACHES A LANDMARK in its My Inspiration advertising campaign, with legendary singer songwriter Bob Dylan becoming the 100th artist to take part.

In an attempt to engage customers on an emotional level the campaign, which is the biggest in the retailer's history, sees artists reveal the lyric that has most inspired their work.

Paul McCartney and David Bowie have already been involved in the campaign, however HMV marketing director Graham Sim says that the company is "hugely indebted" and "honoured" to Dylan, who has also recently fronted ads for iPod, Victoria's Secret and Cadillac.

The My Inspiration 100 campaign, for which Dylan has chosen lines of verse from Robert Burns' poem A Red, Red Rose, starts today (Monday).

The campaign will include extensive press advertising, including a joint promotion with Q magazine and will be supported heavily across HMV stores nationwide via windows, in-store displays and Channel HMV. It will also be promoted online through a www.hmv.com/myinspiration microsite.

To coincide with the campaign, Dylan will be celebrated as HMV's ...