This month sees HMV's acclaimed My Inspiration campaign reach a key landmark, as Bob Dylan becomes the 100th artist to take part.

The idea behind My Inspiration is that HMV invites an iconic or exciting new artist or group to reveal the song lyric or verse that has proved an inspiration to them in their life and in their work.

The resulting artwork, reflecting HMV's 'Get Closer' brand style, and often featuring artist images taken by renowned photographers, is then presented in national and consumer press and via in-store displays. These advertisements essentially seek to engage with fans and customers on an emotional level, rather than being purely commercial.

In his own inimitable style, Dylan has selected lines of verse from Robert Burns' 'A Red, Red Rose'.

"O my luve is like a red, red rose
That's newly sprung in June;
O my luve's like the melodie
That's sweetly play'd in tune.
As fair art thou, my bonny lass.
So deep in luve am I;
And I will luve thee still, my dear,
Till a' the seas gang dry."

The Dylan-led My Inspiration 100 campaign, which commences w/e 11 October, will be celebrated through an extensive press campaign including DPS ads in national and consumer titles. It will also be supported heavily across HMV stores nationwide via windows, instore displays and Channel hmv, and will be promoted online through a microsite, where all 100 My Inspiration selections can be viewed.

To coincide with the campaign, Bob Dylan will be celebrated as HMV's 'Artist Of The Month', which will see his extensive catalogue promoted along with his new album, 'Tell Tale Signs: Rare And Unreleased 1989 ~ 2006', the eighth in his 'Bootleg Series', which is released October 6th.

My Inspiration began two years ago in September 2006, when David Bowie was invited to launch the campaign. Bowie selected lyrics from Syd Barrett's 'Gigolo Aunt' as his inspiration, and since that first My Inspiration many of the World's greatest artists and most exciting new talent have taken part.

These include Paul McCartney and Morrissey, who helped to celebrate HMV’s 50th My Inspiration, as well as the likes of Paul Weller, Elton John, Noel Gallagher, Tom Waits, Nick Cave, Kanye West, Shane McGowan, Bjork, The Killers, Take That, Timbaland, Mariah Carey, The Pet Shop Boys, Bloc Party and Amy Winehouse, while new artists to have participated include Duffy, CSS, Glasvegas and The Black Kids (see full list of 100 participants and song selections in 'Notes To Editors' , below).

Fittingly, Bob Dylan is the writer most referenced by other artists, underlining many people's view that he is the > '> songwriter's songwriter' - Bryan Ferry, KT Tunstall, Fionn Regan and Glen Hansard have all selected one of his lyrics, as has, Paul McCartney, who chose ’She Belongs To Me' as his inspiration. Other writers and artists whose lyrics have been referenced on more than one occasion include Lennon and McCartney, Joni Mitchell, Jagger & Richards/The Rolling Stones, Noel Gallagher, David Byrne/Talking Heads, Lou Reed/Velvet Underground, Queen and Elvis.

Whilst HMV is taking time to focus on its 100th My Inspiration, another iconic artist has already been lined up to begin the next cycle of Inspirations - Liam Gallagher will be HMV's 101st artist to be featured, and he has chosen lyrics from his brother's classic' Supersonic'. Ads will run in selected media to coincide with the release of Oasis' 'Dig Out Your Soul', on October 6th, while a 20 ft.sq, hoarding will appear on the fascia of the HMV store in Manchester's Market Street.

HMV has also developed a Film and Games version of the campaign, where classic film dialogue or iconic games and games characters are celebrated. Film Directors and Actors to have taken part include Guillermo Del Toro, Anton Corbijn, Danny Boyle, Mike Leigh and Audrey Tatou, while legendary Games creators Hideo Kojima and Will Wright have also featured.