Marketing in the ale category needed a big shake up. The creative landscape featured too many old men in woolly jumpers, sitting in cosy corners which only served to patronise the British ale drinker. Creating The Bombardier, and bringing in Rik Mayall to play him, was our way of adding some much needed creative flair and humour to ale advertising. And it worked! With a slew of catchphrases from “Bang on!” and “Huzzah!” to “Enjoying a quick one down the Bush & Fiddle” The Bombardier connected with ale drinkers up and down the land and brought some much needed light hearted fun back to the category… at long last. Bang On!