Peter Kay is to return as the face of John Smith's ale.
He will make his first appearance as the face of the brand he previously represented between 2002 and 2005 today (Saturday 10 April), when he presents the winner's trophy at the John Smith's Grand National at Aintree.
Brand-owner Heineken UK said the comedian's previous No Nonsense campaign for the brand, which featured the "Ave it!" football and "Top Bombing!" diving adverts, had been one of the most popular advertising campaigns in the world.
"They won international awards and genuine affection in the hearts and minds of the nation," said Gareth Turner, senior brand manager. "We're living through some of the toughest times that anyone can remember and there's never been a better time to champion a return to the values of no nonsense, straight-talking and we know Peter Kay is the perfect man for the job."
New ads starring Kay will be launched in May and will again concentrate on Kay's matter of fact humour.
Kay said he was, "absolutely delighted to be returning to the John Smith's ads."