The firm, whose headquarters are in Bedford, launches the new campaign on April 23 – St George’s Day.

Mortimer takes over from the late Rik Mayall, who portrayed the Bombardier character until his untimely death last year.

Charles Wells director of brands Phil Toms said: “Bob Mortimer enters the fray as Bombardier Bedford following the sad loss of his predecessor and makes an instant impression.  

“I’m thrilled that, in Bob, we have one of the country’s most original comedy talents bringing his own unique comedy to the character and we believe he’ll have a great connection with drinkers as he leads the charge for a quality pint of Bombardier.”

The Bombardier range includes the original beer Bombardier English and golden ale Bombardier Burning Gold which are both available in bottle and as cask beers.  

The campaign for Bombardier will be spearheaded by a 30 second advert which sees Mortimer leading his troops into battle somewhere hot and a tad dangerous.  

It will be screened for the first time in home and on SKY Pub as part of the beer brand’s annual rally to celebrate St George’s Day.  

Marketing manager Emily Hudson said: “The hero of this campaign is Bombardier Burning Gold, the next in line in the Bombardier chain of command, and picks up from where our original Bombardier Bedford was lost in battle.

“The new character signals the next generation and will continue the irreverent and light-hearted call to action that saw awareness of Bombardier rise to unprecedented levels for ale advertising in consumer tests.”

The new Bombardier campaign will also be supported on social media, looking to exceed the 135,000 followers on facebook and twitter of the previous marketing campaign.

Bob Mortimer is  best known for his collaboration with Vic Reeves in Vic and Bob’s Big Night Out and Shooting Stars and more recently in the acclaimed TV sitcom House of Fools.  

He said: “I enjoyed the previous Bombardier campaign and love the fact that it symbolises great camaraderie – just like going to the pub with your mates.  I

"t represents a slightly irreverent way of doing things but always with a twinkle in the eye and I’m looking forward to following the Bombardier’s unique take on events over the summer.”  

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