Mayall's character, William Charles Bedford, is a Bombardier in the King's Royal Bedfordshires, and is portrayed as a 'dashing hero' leading the English in a historical battle.
It was created by Dave Jennings and the creative director was dave Buonaguidi. It was directed by Tim Kirkby through Kream.
The six-week TV activity is complemented by social media content on YouTube, Facebook and
Twitter, and in-pub and in-store activation. Media was planned and bought by