Actor and comedian Rik Mayall has died at the age of 56, it has been reported.
Rik was the face of the Bombardier beer advertising campaign from Bedford brewer Wells and Young.
He played the bombastic character William C Bedford in a string of TV advertisements celebrating Englishness - a campaign that significantly boosted the brand across the UK.
It bore a resemblance to the character Lord Flashheart that Rik played in the Blackadder TV series.
Rik was one of Britain’s best loved comic actors who came to prominence in The Young Ones. He went on to appear in Bottom, Blackadder and The New Statesman.