TV sports presenter Des Lynam's new co-star is a cuddly toy monkey.
Des will be teaming up with the puppet, called Monkey, in adverts for ITV Digital.
Monkey's previous collaborations with comedian Johnny Vegas have made him a hit with viewers.
The host of ITV's The Premiership said he had jumped at the chance of working with the puppet, who will be seen in the adverts as everything from a soccer manager to a referee.
Des, who has a home near Worthing, said: "When the call came, I accepted without hesitation.
"Monkey is a phenomenon and this type of opportunity doesn't come along every day."
An ITV spokesman said: "Des is known for his wit and stylish demeanour. He is the perfect co-star."
The first advert will be screened from Monday.
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