Brewer pulls a fast one

A couple of characters Charlie Higson (left) and Paul Whitehouse

The Fast Show's unique brand of comedy has been tapped by a brewery.

In what is believed to be the first deal of its kind, the rights to all 60 characters of the BBC Two comedy series have been secured for a £6m advertising campaign for Holsten Pils lager.

The advertising agency TBWA GGT Simons Palmer struck the deal for Holsten UK.

Favourites such as The Dirty Tailors, Jesse, Swiss Toni, The Patagonians and Crafty Cockney will appear in 21 separate TV and cinema commercials starting in August.

Paul Whitehouse clutches his Bafta

Bafta award-winning performer Paul Whitehouse and his writing partner Charlie Higson have helped write some of the ads.

The marketing director of Holsten UK, Phil Plowman, said the pair had created some of the most memorable comic characters and sketches of recent years.

"We are delighted that TBWA managed to persuade them to link up with the brand," Mr Plowman said.

The campaign is set to run until March next year.

Celebrity appearances are a regular feature of Holsten Pils ads. In 1978 film star Donald Pleasance appeared in a series entitled "The Odd Lager".