Paddy McGuiness mocks Kate Moss over 'lack of irony' for Diet Coke collaboration

Paddy McGuinness has ridiculed Kate Moss as he compared her to notorious serial killers Harold Shipman and Fred West in a tongue-in-cheek Instagram post.

McGuinness, 49, took to the social networking site to share his amusement with his followers after a supermarket trip where he spotted Moss' face advertising a popular product.

On returning to his vehicle he made a video citing his disbelief at what he had and - and drawing comparisons to similar potential campaigns that could be endorsed by the two high-profile murderers.

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Having seen the artwork of Moss, 49, printed on bottles of Diet Coke the Top Gear host referenced the supermodel's former life as a party girl as he spoke to the camera.

He said: "I have seen it all. I've just been in the supermarket and I saw this. Have a look.

"Kate Moss advertising Coke. Come on, it can't just be me. I were looking around in the supermarket like 'has anyone else seen this?'

"Now that is either an absolute stroke of genius by the people at Coca-Cola or a complete lack of irony. Either way, it's a treat. I mean literally what's next? Harold Shipman's paracetamol? Fred West patios? Let's go the whole hog."

Shipman was one of the most deadly serial killers ever to hail from the UK, the GP famously killed an estimated 250 of his patients by overdosing them with prescription drugs.

West, meanwhile became notorious for committing at least twelve murders of young women between 1967 and 1987, aided in most by his wife Rosemary West.

Moss - who was dubbed Cocaine Kate when she was photographed using a powdered substance in 2005 - has previously seen the funny side to the advertising campaign.

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After being made the Creative Director for Diet Coke in July 2022 ahe reportedly told an audience member who asked how she felt about her new role at her Diet Coke collaboration launch party: "Well, I have always loved coke."

She previously said of the collaboration: "I am thrilled to join the Diet Coke family - I love the past collaborations they've done with such incredible names in fashion.

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"The Love What You Love campaign connected with me instantly as I am a firm believer that with confidence and passion, you can achieve your wildest dreams.

"As Creative Director, I'm looking forward to inspiring fans and celebrating the brand's 40th Birthday in style."