Charles Wells unveiled Bombardier Bedford in 2011

Charles Wells unveiled Bombardier Bedford in 2011

Charles Wells, the UK brewer and pub operator, is to launch a new campaign for its Bombardier beer brand fronted by comedian Bob Mortimer.

The new push includes a 30-second TV ad with Mortimer as Bombardier Bedford, timed to coincide with St George's Day, England's national day, Charles Wells said today. The ad will be supported by social media activations.

Mortimer replaces Rik Mayall, who died last year, in the role of Bombardier Bedford. Mayall had played the Bedford character in a string of Bombardier ads since 2011.