The ad brings back the famous OSH fox in a new guise – as a real, rather than a cartoon, animal. The TV campaign's strapline encourages viewers to Seek Out Something Different.
Greene King marketing director Fiona Hope said the campaign will reach 70% of 25 to 44-year-old men, giving them each 37 opportunities to see the brand's 10-second idents, which will be shown eight times an hour from May 18.
Hope said: "We are massively excited about it, it represents a very significant investment in the premium ale category."
The TV ads are to be backed up by in-store activity and other support, details of which are currently being decided.