Over the course of the next three months, Channel 4 and E4 viewers will watch Doc Brown, London Hughes and Tash Demetriou go toe-to-toe as part of Coors Light’s sponsorship of Refreshing Comedy on 4.

As part of the adverts gaining pride of place before the airing of each comedy show on both channels, which together commanded about 6.5% of total TV viewing in March, the three comedians and comic actors will compete to be crowned the Coldest of All Time, while championing the American light beer at the same time.

The campaign, titled ‘That’s Cold’ has been created by Zenith, whose group strategy director, Mehul Ashra, said:

“We wanted the 2019 activity to be relevant and disruptive by linking Coors Light to a theme their audience is already engaging with.

“Good luck to our rap battlers. At the end of the day, we’re looking for the coldest burns, not the next shakesbeer.”

The winner will be chosen by the viewing audience, who can vote using social media live-voting system. Whoever rises to the top will be announced in July.