GO Outdoors, the UK’s biggest outdoor retailer, has today launched a new TV- and digital-led advertising campaign, marking the return of its popular parakeet character, Billy the bird.

The new TV advert builds on last year’s debut of Billy, capturing the sense of freedom that comes from getting outside. The film opens with Billy perched on the signage of a GO Outdoors store, urging viewers not to stay ‘cooped up’ and encouraging them to ‘GO Outdoors’. He then takes flight, soaring across dramatic outdoor landscapes and past people making the most of life outdoors.

Billy is voiced by actor Will Mellor, whose warm and humorous delivery brings added personality to the character. As he swoops through these outdoor scenes, Billy comments on the kit in use, celebrating the quality and breadth of GO Outdoors’ range with playful observations on the gear people are enjoying.

The advert features roof tents, outdoor clothing, camping equipment and paddleboarding kit, reinforcing GO Outdoors’ position as the go-to destination for outdoor adventures of every kind.

The campaign continues GO Outdoors’ ‘Discover Freedom’ brand platform, which champions the physical and mental benefits of spending time outdoors and makes outdoor activity feel accessible for everyone.

Carly Czuba, group marketing & digital director at GO Outdoors, said: “Billy has become a strong and distinctive way for us to bring our brand to life. Will’s performance gives the character real warmth and humour, while the campaign itself builds on the success we’ve seen in driving national consideration to an all-time high, and connecting with both existing customers and new audiences.”

The TV campaign breaks today and will air across high-profile primetime entertainment programming, including Britain’s Got Talent and Saturday Night Live, ensuring broad UK reach over the launch weekend. The activity is supported by a full digital video rollout across online platforms.

GO Outdoors worked with Manchester-based creative agency driven to create the advert, which is set to the disco classic ‘Mighty Real’ by Sylvester.