News: May 2011

Comedian and actor Rik Mayall is the new face of Charles Wells Bombardier.

In a series of commercials, Mayall plays William Charles Bedford, ‘The Bombardier’, a ‘dashing hero, revered by his men and loved by everyone who meets him’, according to the company’s marketing director, Chris Lewis.

Wells hopes that the character will come to personify what it describes as ‘the English, ever reliable and damn tasty beer’.

The £4 million campaign, that spans both television adverts and social media, also sees a new strapline for Bombardier: ‘Bang On!’.