Reckitt Benckiser cleaning product Cillit Bang has for years been synonymous with its wildly enthusiastic brand ambassador Barry Scott.
But as the brand releases a new campaign that isn't fronted by the enduring spokesperson today (6 January), it looks like the end could be nigh for him.
Here are some facts about Scott from over the years.
1. Barry Scott is actually portrayed by actor Neil Burgess who has also appeared as Male Paramedic in Waking the Dead and Removals Man in Life Begins.
2. Scott's first demonstrative campaigns began to appear in 2005 featuring the catchphrase "Bang! And the dirt is gone!"
3. A hardcore dance track was added to a remix of a Barry Scott ad - it has had nearly 1.5m hits on YouTube at the time of writing.
4. After being 'rested' the character of Scott returned in 2013, although the first campaign was then banned by the Advertising Standards Authority due to exaggerating claims that the cleaning product Cillit Bang Limescale & Shine with Turbo Power removed stains instantly.
5. In 2014, a student website called Oxygen.IE reported the death of Scott.
6. The report received so many views that the editor, Simon Griffin wrote a tongue-in-cheek open letter to Scott to discuss his success and congregate Scott on becoming a public figure. To this day it is not thought that the letter has received a response from either the character or the brand.
7. Scott's enthusiastic presenting style was parodied in Peter Sarafinowicz's BBC2 comedy show in a sketch dubbed 'Kitchen Gun'.
See the new Cillit Bang advert here.