Harry Enfield is turning his comedic talents to advertising by becoming a commercials director.
Enfield, one of the UK's most successful comedians, has signed with the production company Spectre and will concentrate on directing humorous ads.
'I've appeared in a lot of commercials but now feel that I'd just like to be on the other side. It's fun being involved in advertising,' he said.
This contrasts with Enfield's harsh criticism of the industry in 1998 during its dispute with Equity. In an article in The Sunday Telegraph, Enfield defended voiceover actors and was highly critical about the money made by leading figures in advertising.
Comparing the amount that TV writers and creatives earn, he wrote: 'Whereas a television scriptwriter will think himself lucky, his advertising counterpart, removed from reality and surrounded by his peers, will think himself enormously talented.'
Enfield claims his position hasn't changed. 'My point was that everyone's doing very well out of this business so why kick the little guys?'
Enfield's first appearance in an ad was in 1987 and since then he has fronted campaigns for numerous brands including Pillsbury, Hula Hoops, Worthington Bitter, Dime and Mercury.
His appeal to advertisers is his versatility. Enfield never appears as himself but as one of his many characters. His most recent commercial for British Meat featured Tim Nice But Dim.
Spectre is not sending out reels for Enfield and is instead relying on people knowing his work. Enfield has directed in the past, with a Pillsbury ad in which he starred as the stroppy teenager Kevin.
The comedian is currently working on feature scripts and has a sitcom planned for the end of the year. He says he will do any number of ads according to the quality of scripts received.
Bertie Miller, the managing director of Spectre, said: 'The big boys - John Lloyd, Graham Rose and Paul Weiland - dominate and have done for the past 15 to 20 years. However, agencies are looking for another comedy director. Harry's skill is that he can tap into the mass market.'