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The campaign, by Farm Communications, uses images of the golden days of British seaside holidays to promote the Paramount-sponsored festival.

Using the strapline "Comedy with front", the comedians' heads have been fixed onto scenes featuring 20s and 30s seaside illustrations.

Gary Robinson, the creative partner at Farm, said: "The campaign follows the style of the great 30s posters that celebrated the glory days of train travel. Paramount's brief was to get people out of London and down to Brighton for a tonic of comedy so a bastardisation of these posters struck us as a perfect solution."

Executions will run in London and Brighton in the press, on train and Tube panels, bus sides, escalator panels and 48-sheet billboards from 28 September until 20 October.

Imogen Laurence, the marketing manager for the Paramount Comedy Channel, said: "We really love this work. It both celebrates Brighton and says what the festival is all about - having a laugh with some of the best comedians around."

The campaign was written by Johnny Waters and art directed by Emily Portnoi.

Media planning and buying was through Equinox.

In April, Farm launched a TV campaign for Paramount to promote the comedy series Time Gentlemen Please with an anti-Euro song set in a pub.

The ad featured the comedian Al Murray, made famous by his alter ego, the Pub Landlord. The spot uses the theme of the show's skit "back off Brussels".