BOLTON comedian Peter Kay talks about scary diving boards, the responsibilities of being a director and the hugely mistaken belief that he's suddenly become a millionaire overnight. Ian Savage reports ...

So, Peter, what does it feel like to be the new face of John Smith's bitter?

Well, it hasn't really sunk in yet. It's only been on for two nights and probably when it's been on for a few months that's when it'll have an effect. But I am chuffed about being chosen and I am proud of the adverts because they're funny. At least I'm not having to say something naff like 'Mmmmm, this margarine is wonderful' or 'These clothes are whiter than white' thanks to some soap powder.

I believe you've had a few people thinking you're a millionaire now because of the adverts?

I wish. That's because the John Smith's campaign cost £20 million and nutters think that's what I got. As if! All I got was a free trip round the brewery in Chorley and a cardboard cut out of my predecessor...

Is that your friend Patrick McGuiness we can see sitting beside you in the Indian restaurant advert?

Yes, he's there. He came down to London with me when I was filming and they asked if he'd like to be in the advert. We had a great laugh filming them and it relaxed me having him along. He's also in a few of the other adverts that are out later on in the year, including one where I had to jump off a diving board at Crystal Palace -- that was a bit scary. What was especially great about the adverts was that the producer and director encouraged me to ad lib and say whatever I wanted to say. This made them funnier and the atmosphere better on set, as nobody was being precious about the scripts. That's exactly what it's like when we're working on Phoenix Nights.

Are you pleased with the new series of Phoenix Nights?

Oh yes! (Pause). Oh, you want me to tell you more? Well, we finished working on it in March and I think they've all come out very well. It's as funny as the first series and I think the performances from everybody are better. People forget that most of the main cast are stand-up comedians, not actors, and they're also good friends. So I think having me directing this time enabled them to relax and enjoy themselves.

How did you enjoy directing?

It's tough enough writing the series and playing Brian and Max but directing as well sent me over the edge. It was very demanding and I worried a lot about how the thing would turn out. You see I never had that worry on the John Smith adverts as I was just the actor and I think that's why they've turned out so well. Don't get me wrong I think the new series of Phoenix Nights looks the business but I'll always be the worst critic and will always watch it tearing it apart because I'll think it could have been better in places.

Would you direct again?

I don't know right now. It depends how the series goes down and what people think of it when it's shown in the Autumn. Channel 4 are also repeating the last series of Phoenix Nights first so that will help build up momentum.

What was the deal with the rumours about all these famous stars like Eric Clapton and Bono from U2 making an appearance in the series?

Well Bono definitely isn't in it (as he wasn't keen on calling the bingo) but as for the others,well, you'll just have to wait and see.

How do you feel about the stand-up comedy side of things now you're making it on telly and even in films? (Peter had a small, but critically acclaimed, part in the recent Michael Winterbottom movie 24 Hour Party People)

Well stand-up is my first love, (unless you count Carol Farrell, who cracked two of my ribs doing the Hucklebuck at a school disco) and I'm glad to be doing it again. I love doing the stand-up because you get the instant reaction from the audience. The tour that I'm doing in the autumn will be my first ever nationwide tour and it's going to be huge. Fifty nights released first and dependent on how they sell more will be announced.

Will the tour consist of all new material?

It's a difficult balance to strike.

There are still quite a few people who won't have seen my all of my original stuff, so I am obviously going to leave some in there and perhaps update it, but there will be a lot of new stuff there as well. But I'm not going to be doing anything off the Top Of The Tower video as that material has been buried now.

Are you still happy to live in Bolton? Do you never feel like you're missing out being based outside London?

Not at all. I go to London quite regularly but this is my home. All my family and friends are here and I have no desire to move.