Impressionist Alistair McGowan has lent his support to music charity Rhythmix in their trademark dispute with The X Factor, and voiced a viral YouTube video parodying Simon Cowell, for their #CowellMustPay Twitter campaign.

Rhythmix is asking X Factor viewers to refrain from voting for the remaining contestants in an attempt to recoup legal fees in the dispute over its name being taken by girl group Little Mix. Celebrities including Stephen Fry and Jason Gardiner have also voiced their support.