So here he is. Gunbird. Chap of Steel. Yes, he's Alan Partridge: Alpha Papa and he's got a new poster for you.
Okay, so those Partridge features, chiselled by 50-odd years' exposure to the relentless light breezes of the Anglian flatlands, are so fantastically out of proportion that he might have done the photoshopping himself. But the poster says everything you need to know: Alan Partridge is crossing his own metaphoric police line and letting rip.
Like The Negotiator, only with more faux-sportswear and Toblerones, Alpha Papa plunges Alan into his own "deadly danger day". When a disgruntled North Norfolk Digital DJ (Colm Meaney) executes an armed takeover of the station, only Alan stands between innocent listeners from Great Yarmouth to Cromer and total radio silence. Oh, and some death and destruction, too.
Expect guns (or at least a gun). Expect running down corridors. Expect mild cursing. Heck, even expect some small explosions if you feel like it. Alan will do the rest.
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Gird your mind-loins because Alan Partridge: Alpha Papa is out on August 7.