Halifax dumps Howard from its TV ads because he's too jolly for a recession

But now Howard Brown, the bespectacled star of the Halifax television adverts, looks like being another victim of the credit crunch.

The bank has decided that in the current gloomy economic climate his adverts are too cheerful.

Since 2000 Mr Brown has fronted Halifax's adverts as part of the 'staff as stars' campaign.

Too upbeat: Howard Brown will no longer be the face of Halifax because it wants a more serious tone to reflect current economic problems

The commercials feature ordinary staff members performing song and dance routines with lyrics doctored to advertise Halifax products.

Even though they were routinely voted the most annoying adverts on TV, they, and Mr Brown, have endured.

Mr Brown, 42, who was originally a cashier at a branch in Sheldon near Birmingham, made his break singing a reworked version of Tom Jones' 'Sex Bomb'.

He appeared in seven more adverts for Halifax including singing 'I'll give you extra' to the tune of 'Angel' by pop star Shaggy.

Howard feels the crunch: Apparently surfing in a suit and riding a giant bird isn't quite so amusing in these tough financial times

In one bizarre advert he straddled a giant swan while in another he sent up Gene Kelly's 'Singing in the rain' umbrella dance routine.

He quickly became a household name and was turned into a waxwork model by Madame Tussauds.

Halifax had so much faith in their 'brand ambassador' they even turned him into a computer generated character to give the bank a friendlier image.

Now he is facing the sack after Halifax reviewed their advertising contract.

Even though the bank awarded it to the same agency that conjured the 'staff for stars' campaign, an internal review concluded its marketing should be more serious.

Ambassador: Mr Brown, 42, has been the face of the bank for eight years since winning a talent show among employees for the role

Dan Shute, the director of the Halifax account at DLKW, said: "The financial world is very different in 2008 to the one that we started working with in the year 2000, so a change was necessary.

"But it would be wrong to suggest that this is a reassurance campaign from Halifax - it's just recognising that times have changed."

If the 'staff for stars' campaign is axed it throws into doubt the showbiz careers of other Halifax employees who have been catapulted to stardom.

Natalie Webster, 29, appeared in a version of Aretha Franklin's 'Think' while Thomas Yau, 25, plucked from a Halifax call centre in Leeds, was in the most recent ad.

Both have now returned to their regular jobs.

Mr Brown, who has made a cameo appearance in the BBC2 series 'The Office', could now pursue more TV work - or return to the cashier's desk.

Ride is over: Halifax will now be taking a more serious approach to its campaign

HBOS, which owns Halifax, could use a little cheer itself.

Last month it revealed pre tax profits had plunged 72% in the first six months of 2008 to £848m

The company also endured a 36% rise in bad debts to £1.31bn in the first half as hard-pressed customers struggled with repayments.

Yesterday a spokesman refused to deny Mr Brown had been dismissed.

He said: "We are looking into developing a new advertising campaign and it is too early to say what will be in it.

"It will be more about evolution rather than revolution."

Mr Brown was unavailable for comment, but the news will hit him hard.

He once said: "Being in the advertising campaign has changed my life tremendously. I sometimes feel like a popstar. People recognise me everywhere I go.'