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Graham the Cow, Interbrew's mascot for the Boddingtons brand, stars in two new animated TV ads launching on 1 October.

The ads, by Bartle Bogle Hegarty, play on the minor celebrity status Graham has reached through a press campaign that ran this summer. The cartoon cow featured inside the front covers of several glossy magazines.

In one of the new ads, he is seen being interviewed by the TV presenter and singer Des O'Connor, and in a second he is spotted 'Through the Keyhole' by Loyd Grossman. The TV personalities featured provided the voice-overs for the ads.

In 'Des', Graham says: 'I met a man in the street who said, 'You're handsome and famous - you could have any girl you wanted. So why the long face?' ' to rapturous applause. In 'Loyd', Grossman describes the house of a mystery celebrity before revealing Graham in a hot-tub with blonde twins.

Cain said: 'The ads show Graham enjoying his 15 minutes of fame. He personifies the Boddingtons brand and its core product attribute - 'cream'. He has a laid-back persona that matches his favourite tipple of a chilled pint of Boddingtons and shares the brand's sharp Mancunian wit.'

The ads were written by Pete Cain and art directed by Louis Bogue. The illustrator is Jonas Dahlbeck and the production company is Nexus. Media planning and buying is through Starcom Motive. The ads will run until the end of November.