The Bombardier, played by comedian Rik Mayall, will appear in a series of comical indents from 16 April. The indents will run weekdays from 9pm to midnight, five days a week for 12 months.
Building on the 2011 campaign, the 10-15 second adverts feature the “English, ever reliable and damned tasty” Bombardier in action in his mess tent and on the battlefield.
The brewer claimed this year’s campaign the biggest ever investment into the brand, and in the ale category as a whole. Alongside the sponsorship, the brand also is upping its presence on YouTube, Twitter and Facebook.
Wells and Young’s marketing director Chris Lewis said the company was responding to the 25,000-strong Bombardier Facebook fanbase, who wanted more content that they could engage with and share.
He explained: “Sponsorship of Dave prime time allows us to showcase not only the humour, eccentricity and depth of the Bombardier, but gives us long term exposure to promote the values, messages and strong proposition of the brand.
Lewis added: “We believe our adverts enhance the witty banter of the programmes on Dave and they will become eagerly anticipated and as popular as the programme content.”
The number of Bombardier stockists has increased by nearly 700 since the launch of the 2011 advert, Wells & Young’s said.
The adverts sit alongside other on trade initiatives, such as specially-designed pub kits for St George’s Day and a Bang On! Facebook map, which directs beer drinkers to their nearest Bang On! Bombardier stocking pub.