The face of Alan Partridge has been illuminated in Christmas lights in his home town of Norwich.
A 30 ft version of the character's face is serving as the centre piece of Norwich city centre's Christmas decorations this year.
The huge model has a moving mouth, and lightening engineers have programmed it to sing along to the 80s hit Cuddly Toy by Roachford, to which Steve Coogan mimed in his film, Alan Partridge: Alpha Papa.
Partridge's pal Michael (played by actor Simon Greenall) read out a note to visitors at the switch-on, which said:
"Dear people of Norwich, and to a lesser extent anyone here from Suffolk - welcome! I'm genuinely heart-broken not to be there with you, but it's quiz night at the Rose & Crown and I'm the designated driver.
"The electricity used to power the illuminations is enough to run a trouser press for over 25 years. Instead, it's powering an LED effigy of my face and body, lighting up the Christmas night just as the Archangel Gabriel did over two thousand years ago.
"I hope you have a wonderful festive season. A-ha."