Holland & Barrett has replaced Gethin Jones with the voice of Sir David Jason in its new £9m animated TV ad.

The ad, which first aired on Thursday, features an enchanted woodland filled with dancing birds, leapfrogging rabbits and a wise owl. In the voiceover, the Only Fools and Horses star describes how H&B searches for the finest health foods and natural remedies and assures that all of its toiletries are paraben-free.

“Historically our advertising has been very promotion-led,” said Lysa Hardy, chief marketing officer of parent company NBTY Europe. “This is about building a loved brand and putting personality into our advertising.”