The new ad shows Matt Berry's character from the hit show exclaim "what the Bell's?" as he mocks the early launch of festive ads while shamelessly plugging his own favourite brand of whisky.
The hilarious advert was produced by creative communicat
"To celebrate the depth and substance of their whisky, Bell’s have partnered with noted actor Steven Toast, an advertising spokesman who displays neither of these qualities."
Berry himself posted about the new campaign which uses the #WhattheBells hashtag, saying: "It seems that our man Toast may have redeemed himself from his last predicament."
— Bell's Whisky (@BellsWhisky) November 16, 2016
Bell’s brand manager Lauren Popplewell said: “By capturing the playful personality behind Bell’s whisky, the new campaign will build further brand love for Bell’s, giving consumers an additional reason to purchase when choosing a blenched Scotch whisky. Bell’s already has significant standout on shelf, and with this ATL driving excitement and mass awareness in the run up to Christmas, it is a must stock for retailers looking to capitalise on its sales opportunity.”