Bombardier will once again sponsor Al Murray's Happy Hour in a £1.2m TV campaign, Wells & Young's has announced.
The ITV1 show, which recently won the Best New Comedy Entertainment category at the British Comedy Awards, attracted over 20m people in its first series.
Ads for the new Bombardier "It's Like.." campaign will be screened before and after commercial breaks.
They remind viewers of cherished British institutions - from Carry On films to English breakfasts.
Chris Lewis, director of marketing at Wells and Young's, said these "give the beer a real personality and create an emotional attachment by associating the beer with other well loved English characters and icons".
He added: "Al Murray's Happy Hour is the perfect fit with Wells Bombardier.
"The pub landlord loves and respects all things English, the chat show is based in a pub and he likes nothing more than good pint of English beer.
"We are pleased to be the sponsors of such a successful show, and I am quite sure that this national profile for Bombardier will lead to a surge in awareness and sales."
The series of ten episodes, each featuring a mix of celebrities and live music, begin on ITV1 on Friday 11 January.
The creative work was devised by Mustoes and media buying is being handled by Newcast.