Rik Mayall is starring in a £4m campaign for Bombardier beer, the biggest investment in the brand to date.
Brewer Wells & Young's believes it also to be the biggest investment for the category to date, and hopes the new campaign will help shake up ale marketing.
"There are too many woolly jumpers and cosy corners that patronise our drinkers," said marketing director Chris Lewis. "This is our way of adding some much needed creative flair and humour to ale advertising."
The company has created a character called "The Bombardier," which is played by Mayall. Also known as William Charles Bedford he personifies the brand's "English, ever reliable and damn tasty" beer brand, Lewis said.
A TV advert will debut this month backed with PR, activity on social media websites such as YouTube and Facebook, as well as promotion in pubs.
"This is the most exciting and bold marketing the ale industry has ever seen and it cements Bombardier's position as the 'Drink of England,'" Lewis added.
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