Paul Merton is to be the new voice of bowler-hatted Homepride mascot Fred.
The comic is replacing Richard Briers in the role for a new £3million campaign.
New ads, made by Wallace & Gromit studio Aardman Animation, will see Fred arguing for a simple commercials against the extravagant plans of the director.
Justine Doherty, account director at ad agency Abbott Mead Vickers said: "We wanted to give Fred some more character. We felt he had become a bit one-dimensional."