Mathew Baynton to star in ad agency sitcom

The Wrong Mans actor Mathew Baynton is to star in a new sitcom set in an advertising agency.

Nigel Havers and Josie Lawrence will also feature in Reluctant Persuaders, a four-part series to air on Radio 4 next year.

The show has been written by Cambridge graduate Edward Rowett, who also performs as half of the double act Frimston and Rowett. His script was previously shortlisted in Bafta’s Rocliffe New Writing Forum competition.

At the time, he said: ‘I’ve never worked in an advertising agency. Ultimately this is my way of aspiring to being like Don Draper from Mad Men.’

Reluctant Persuaders is set in London's worst advertising agency, whose figurehead is a washed-up industry legend (Havers) but is actually run by Lawrence’s long-suffering account director Amanda.

Baynton is one of the creative team alongside Rasmus Hardiker, who played Steve Coogan's assistant Raymond in Saxondale and the feckless Ben in Jack Dee’s comedy Lead Balloon.

The show is being made by Absolutely Productions and will be recorded next month at the Rada Studios in Central London. Free audience tickets are available here

Published: 19 Dec 2014