Bedford brewer Wells & Young’s has expressed its sadness at the sudden death of Rik Mayall on Monday.
Rik played the role of The Bombardier in the Queens Park brewer’s hugely popular advertising campaign for the beer of the same name.
A spokeswoman said: “When the role of The Bombardier, William Charles Bedford, was created we could only imagine one person to bring the character to life – Rik Mayall.
“Over the last four years he has been a joy to work with and quickly became the embodiment of our advertising campaign.
“We know from the army of Bombardier facebook followers that Rik was loved dearly by his legion of fans and we’re proud to have worked with him.”
Wells & Young has paused any new brewery-led promotional activity featuring The Bombardier as a mark of respect to Rik, and will review the campaign at an appropriate time.
The Times & Citizen was invited to attend the shooting of The Bombardier advertising campaign featuring Rik in 2012. Read our report here