Comedy duo Alexander Armstrong and Ben Miller are working with the ale brand in the guise of their RAF pilot characters to continue the beer’s tradition of tongue-in-cheek British humour.
The pair will take part in a series of television and print advertisements, which will launch in the summer, as well as collaborating with consumer and trade initiatives, including a ‘win Armstrong and Miller in your pub’ competition for licensees to enter in the spring.
Graeme Craig, sales and marketing director at Spitfire Ale, said: “We wanted to retain the humour of the brand but also take it to the next level. Armstrong and Miller’s Spitfire pilots are a match made in heaven. They have this lovely juxtaposition of wartime essence and irreverent in-jokes that is like pub banter.”
The RAF pilots, characters from Armstrong and Miller’s comedy series, are renowned for having the language and attitude of stereotypical modern-day teenagers but speaking with clipped 1940s accents, which Ben Miller believes suits the Spitfire brand. He said: “It’s not just that Spitfire feels extremely appropriate for the pilots but that Spitfire traditionally had such incredibly funny ads that we were huge fans of anyway.”
Alexander Armstrong added: “It’s just the perfect brand marriage. These are the enduring favourites of ours and they always seem to be the characters people have a soft spot for. It’s amazing to be bringing these guys back.”