DRESSED in new Plymouth Argyle strip, he looks just like any other Pilgrims supporter, his car decked out in Green Army paraphernalia.

In his role as an Argyle fan, comedian Paul Whitehouse even adopts a 'Janner' accent in the 40-second TV commercial for car insurance, which launched on Sunday.

Plymouth Argyle is the undoubted star of the new commercial for Aviva General Insurance, formerly known as Norwich Union.

Starting off from his 'home', Whitehouse sets off to collect fellow Pilgrim supporters to travel to an away game in Newcastle, stopping at a garage and a pub called 'Who'd Have Thought It' along the way.

Spokespeople from the two Who'd Have Thought It Inns in the local area, Milton Combe and St Dominick, said it was not their pubs that were featured in the ad.

The Welsh actor, writer and comedian became best known for his work with Harry Enfield on the BBC's The Fast Show. He recently starred with Enfield in the BAFTA Award-winning British sketch comedy show Harry and Paul.

Argyle spokesman Rick Cowdery said he had made sure that Argyle was represented properly in the ad.

He said production company AMV BBDO contacted him at the end of June asking for permission to use the brand as part of a series of commercials.

But the first draft of the script had included Bristolian terms like 'babber', Mr Cowdery said.

"After seeing the scripts, I suggested one or two amendments they might like to make," he said.

"The first draft wasn't very Plymothian. There was a word I'd never heard before, 'babber' – for an Argyle fan to be seen praising Bristol is odd. I suggested 'Janner'.

"I said 'I hope you're not going to portray us with a Bristolian accent', it's much more harsh. To be fair, I think they took everything on board."

An Aviva spokeswoman said the campaign, called 'Plymouth Football Fan', was the company's first campaign for general car insurance since its name change.

She added the TV advert will be running over the next few months, and there is a radio advert featuring the same character.

Emma Smith-Cox, marketing manager at Aviva, said: "The aim of the Plymouth advert was to recognise that everyone has their own, very individual, reasons for wanting a good deal on their car insurance and that includes all the millions of football fans who travel up and down the country year after year supporting their teams.

"We chose a Plymouth fan to illustrate this as we realise that Argyle supporters probably spend longer in their cars and clock up more miles going to away matches than many other football fans simply because of their location.

"Obviously we were delighted that Paul Whitehouse agreed to be transformed into one of the famous Pilgrim fans as he brings his own sense of comedy and humour to the storyline.

"We researched the local accent and phrases quite carefully so we hope the people of Plymouth and the football club are happy with the result!"

Mr Cowdery said the club had provided the crew with the shirt and the 'Green Army' paraphernalia, and he had emailed Argyle colleagues on Sunday to tell them they might see the ad on TV.

"The reaction I've had from people was fantastic," he said. "For the Green Army to go out on national TV is fantastic and it's high profile for Argyle.

"It's gently mocking the football fans but I think football fans can take it. I can't see a bad thing about it."

A 20 second, slightly different version of the advert will air on August 16.

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